Media Planning & Buying

A media plan starts with the question of what the brand needs to achieve and who needs to encounter it along the way. We connect audiences, messages, channels and timing, and build a mix that supports both creating demand and driving action.

Throughout the activity we track spend pacing and performance, and report in a way that connects the investment to each campaign's goal: reach and brand, demand, or driving action.

The service connects three stages that we manage together: planning and buying the media, running the campaigns on every platform, and measuring the business outcome.

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What the media planning and buying service includes

• אסטרטגיית מדיה שנגזרת מהיעדים העסקיים. We translate growth, market share and sales goals into a media plan: which audience to reach, at what scale and at which stage on the way to a decision.
• איזון בין בניית מותג לייצור ביקוש. A plan that combines activity that builds awareness and reputation over time with activity that converts existing demand, in line with seasonality and the product life cycle.
• תמהיל ערוצים שמשרת את המטרה. Choosing channels, formats and content environments according to the role of each in the plan, from connected TV and video to search, social networks, Israeli publishers and new channels such as advertising in AI engines.
• קנייה מקצועית ואיכות חשיפה. Managed direct and programmatic buying, with brand safety, viewability control and invalid-traffic filtering built into the work.
• מדידה שמחברת מדיה לתוצאה עסקית. Defining a success metric for every layer of the plan, Brand Lift studies and period-over-period comparisons, to understand what each part of the budget contributes.
• שותפות לאורך השנה. Updating the plan according to market conditions, competitor activity and actual results, and reporting to management in business language.

How we build a media plan

1. יעדים עסקיים. We start with what the business needs to achieve: awareness, demand, leads, sales or retention, and how much weight each one gets.
2. קהלים. We define the audiences we need to reach and where they consume content, based on data rather than habit.
3. תמהיל ותקציב. We build the split between channels and periods, including clear working assumptions about costs and expected results.
4. הגדרת הצלחה. We decide in advance which metrics will determine whether the plan is working, and how they are measured.
5. ביצוע ואופטימיזציה. We launch, measure and shift budget along the way, instead of waiting for the end of the quarter.
6. סיכום ולמידה. Every period ends with an analysis of what worked, what didn't, and what changes in the next plan.

Campaign management: from plan to execution

Once the plan is set, the same team runs the campaigns on every platform. There is no gap between what was planned and what runs, and every decision in the field is checked against the goals defined in advance.

• מבנה חשבון וקמפיינים. A clear structure by goals, products and audiences that allows the platforms' algorithms to learn.
• קהלים ודאטה. Building audiences from the brand's data, lookalike audiences and remarketing, within privacy rules.
• קריאייטיב לכל ערוץ. Adapting messages and formats to each platform, with systematic creative testing throughout the activity.
• תקציב שזז לפי ביצועים. Managing bidding strategies and moving budget between channels based on actual results.
• בקרה רציפה עם AdSentinel. AI-based monitoring that flags anomalies in performance and spend pacing, and suggests corrective actions to the team.

Read more: Paid Campaign Management

The platforms we work on

The plan is built around the audience, not around a particular platform. We plan, buy and manage media on Google (Search, Performance Max, Demand Gen and YouTube), Meta, TikTok, LinkedIn, Microsoft Advertising, Pinterest and X, native and video advertising through Taboola and Teads, programmatic buying through Display & Video 360, and ChatGPT Ads, available for advertising in Israel since September 2026.

Media that builds the brand and media that drives action

Media does two things. Over time it builds familiarity, recall and preference for the brand, and it drives action when the customer is ready to decide. A good plan balances the two and measures each part by its role: reach, recall and consideration on one side, leads and sales on the other.

A brand that invests only in driving action discovers over time that the audience ready to buy from it is shrinking. A brand that builds presence and preference makes every campaign that follows easier.

Measurement along the entire funnel

A media plan is measured by what the business actually counts. We track every stage, from the site visit through the lead and the deal to the returning customer, and feed the information back to the platforms so that optimization is based on quality, not just quantity.

Read more: Performance Campaigns · Data & Measurement

What has changed in media buying in recent years

Today the big platforms make a large share of buying decisions themselves, using algorithms. On one hand this saves manual work. On the other, it means the quality of the decisions depends on what you feed the system: the goals you set, the quality of the data and the quality of the creative. Set the wrong goal and you get impressive optimization toward the wrong thing.

At the same time, the ability to identify users across sites and devices has shrunk, and privacy restrictions have changed. So good media planning today also includes measurement planning: defining in advance what each activity is supposed to achieve and how we will evaluate it.

Who the service is for

Brands that manage significant media budgets and need to justify them internally: public companies, regulated organizations, retail chains and brands with several product lines that need to share one budget wisely.

Read more: Annual media plan: from planning to channel mix

Frequently asked questions

What is the difference between media planning and campaign management?

Media planning determines where, when and at what scale the brand will appear, and how the budget is divided. Paid Campaign Management is the day-to-day execution within each channel. At CONNECT both are managed together, so what is planned is what actually runs.

What is programmatic buying?

Automated, real-time buying of ad space based on audience and context data. It makes it possible to reach precise audiences across many sites, and requires close control over exposure quality and placement environments.

How do you protect the brand in open advertising environments?

With allow lists and block lists of sites, content-based filtering, third-party verification tools and ongoing checks of where the ads actually appeared.

Do you also work alongside an existing media agency?

Yes. You can manage all your digital media with us, or bring us in alongside an existing provider, depending on how you work.

How often do you report?

Reporting is tailored to each client: ongoing tracking for the marketing team, and monthly and quarterly summary reports for management.

ראו גם: Performance Campaigns · Data & Measurement · כל השירותים

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