A media plan that spends where it compounds

It's the work that happens before any budget goes live: deciding who to reach, which channels deserve spend, how much each gets, and when each runs. At MarkAge360 a planning engagement includes audience and demand research, a channel mix with budget logic, a flighted media calendar, reach and outcome forecasting, a test roadmap, and a blended measurement framework. The deliverable is a plan where every dollar has a defined job — not a guess carried over from last year.

We price the planning work itself separately from any media spend it commits, so our recommendation is never tied to how much you buy. Most engagements are a fixed project fee scoped to the number of channels, markets, and the depth of forecasting and testing involved. If we go on to run the channels, planning usually folds into an ongoing retainer. We scope it on a call once we understand your budget range and goals.

A focused plan for a single market and a handful of channels typically takes two to four weeks. Multi-market or multi-brand plans with deeper audience research and forecasting run longer. The biggest variable is data access — the faster we get into your analytics, past campaign results, and audience data, the faster we can ground the plan in real demand rather than assumptions.

When search, social, and CTV each defend their own number in isolation, budgets get set by habit and internal politics, and nobody owns the blended result. We plan top-down from the audience and the role each channel plays, then allocate by expected return across the whole mix. That means spend can move to where demand actually lives, and reach and ROAS are measured across channels — not claimed three times by three silos.

We plan across paid search, paid social, programmatic and display, streaming and CTV, and retail media and marketplaces, alongside organic and lifecycle channels where they earn a place in the mix. We're platform-agnostic — Google, Meta, Amazon, the major DSPs, and CTV inventory all sit inside the same plan. The mix is built from your audience and goals, not from whichever platform we happen to favour.

We make our assumptions explicit up front — reach, frequency, and expected outcomes per channel — so the forecast is something you can hold us to, not a black box. Once live, we report blended reach and ROAS against revenue rather than per-channel vanity metrics, and the test roadmap sequences the bets worth validating first. As real results come in, allocation shifts toward what's actually returning, so the plan keeps improving instead of staying frozen.