Amazon DSP

The Ins and Outs Of Media Planning with Amazon DSP

Jerome Bell
13 Minutes

The Ins and Outs Of Media Planning with Amazon DSP

We know you’ve been hearing all of these things about “media planning,” but what does that even mean? Simply put, media planning is the process of buying advertising slots to fill a media plan. Some people say to think about it like building a sandwich with the bread as the programming schedule and the lettuce as where you want your commercials to air. But things are much more complicated than they sound! 

What is Media Planning?

Media Planning is defined as the application of various marketing communications instruments and techniques to reach selected key target markets with the explicit objective of understanding their lifestyles, motives, expectations, and channels of sensory-specific attention. It is the process of planning, organizing, and purchasing (both online and offline) the proper sources of digital media materials that will assist you in getting your message out and shaping the opinions of your target audience. This goes beyond simply reading and subscribing to blogs and newsletters. It extends to researching and understanding the various platforms available to you, your competitors, and your role within the market in order to select the most appropriate strategy in order to achieve your objectives.

There are many ways to integrate media planning ideas into your marketing strategy, but Amazon DSP (stands for Demand Side Platform) gives a unique way to gain a deeper understanding of how you can turn a plan around by modeling customer personas and diving deep into market segments. Amazon continues to increase its sphere of influence in the media industry by not only increasing its own offerings, but also new models for advertising. Amazon DSP is a great tool for advertisers to take advantage of while there is still budget availability that is not being met with other platforms. 

What are the benefits of media planning?

There are several benefits to media planning, including:

  • Through your ad campaign, you will start and stay more organized.
  • It will be possible for you to set a campaign budget for your campaign and track the progress.
  • By conducting research ahead of time, you will better understand your audience, which will lead to more effective targeting.
  • Your understanding of what peers are doing will be strengthened.
  • By establishing benchmarks, you will be able to evaluate future campaigns.

How do I build a media plan? What is the media planning process?

A media plan consists of four key elements.

  • Research and analysis: the audiences you intend to reach, stakeholders in your market segment, lessons learned from previous campaigns, and peer groups within your industry.
  • Media strategy: The budget, ideal media, prohibited media (both paid and unpaid), key messages, CTA (call to action), specifications, deliverables, and deadline.
  • Marketing objectives and KPIs (key performance indicators): An overview of your business goals and the analytics you apply to gauge success, including metrics like conversion rates, social media metrics, and cost per click.
  • Implementation, evaluation, and measurement: How and when you will introduce the advertising campaign, monitor, and evaluate its performance.

A typical media planning process looks like this:

  1. Investigate and analyze. 
  2. Engage stakeholders in discussions about previous campaigns. 
  3. Decide on the intended audiences and geographic locations.
  4. Your media plan should include your objectives and key performance indicators.
  5. Create a budget spreadsheet and a tracking
  6. Create your key messages, and CTA, and define your timeline and deliverables with specifications spreadsheet.  
  7. Contact media outlets or work with media planners so that you can reach out.
  8. Your advertising campaign should be launched and monitored regularly. 
  9. Observe what's working and what's not and adjust your strategy accordingly. 
  10. Try A/B testing to see if different headlines or images will deliver better results. 
  11.  In the final phase of an advertising campaign, evaluate how well the campaign met your KPIs.

How is media planning different from media buying?

To ensure that your advertising efforts deliver the best possible results, the planning takes place first. The planning process determines audience research, target and market analysis, campaign scope, objectives and goals, media choices, and how to maximize your investment. Once the planning is complete, the media buying process can begin. 

Media Planning and Amazon DSP is an exploration of how sellers pay for and buy media, and how they make decisions to change what they spend money on—from the way planners work with brands to the insights that can help sellers improve their sales results.

What is paid versus unpaid media?

Your media plan should include a mix of paid and unpaid media. Media coverage, both paid and unpaid, helps promote a business or product. Paid advertising has the ability to target an audience with very specific demographics that may not be interested in your business or product, but are more likely to be interested in something else. Unpaid media can tap into people’s natural search on social media or through their browser history and draw them into your business or content. While one doesn’t necessarily replace the other, it is important to have a balance of both types of media in your overall plans for engagement and marketing.

Leveraging budgets and buying advertising space on Amazon

Media planning is the process of strategically balancing a budget with the media channels selected and how they’re used to reach target audiences for your brand. You should always do some proper research into your advertising budget so that you can maximize your time and appropriately. With Amazon Advertising, you have access to a variety of media planning resources. Understanding your audiences is easier with Insights. In the end, our tools help you understand where to invest your marketing dollars by helping you make the most of those insights.

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