Decides which channels a campaign budget is spread across, and builds the plan agencies execute against.
Media planners decide how a campaign budget is spread across channels and build the plan agencies execute against. It is a numbers-and-negotiation role at the heart of India's media agency networks, which concentrate in Mumbai and Gurugram. The traditional side — television, print, outdoor — still accounts for a large share of Indian ad spend, which is why the role has not been absorbed entirely by digital performance functions.
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Search all Media Planner institutesYes. Television and outdoor remain a large share of Indian advertising spend, and planners are the people who decide the split across all of it, including digital.
Audience data literacy, budget modelling and negotiation. Comfort with spreadsheets and research tools is a daily requirement.
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Search Courses & Institutes for Media PlannerThe large media agency networks, plus in-house media teams at the biggest Indian advertisers.
Optimisation and cross-channel modelling are increasingly algorithmic, which has reduced manual plan building. Negotiating rates, judging context and deciding what a brand should not advertise against remain human calls.