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Amazon DSP: Advertise with a demand-side platform | Amazon Ads
Guide
Media planning is the process by which advertisers create a plan to guide an ad campaign. In fact, every successful advertising campaign begins with a media plan.
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Media planning is the process advertisers go through before buying and launching ads to gauge effectiveness and maximize return on investment (ROI). It is a critical first step in any ad campaign. The tangible outcome of the media planning process is a media plan document that will guide your ad campaign.
Media planning has several benefits, including:
There are four key elements of a media plan:
The media planning process follows this path:
Media buying is what happens after your media plan is complete—they work hand in hand. Media planning sets the parameters for the media buying. Media buying involves evaluating all media advertising options within your budget parameters in order to determine which audiences, ad types, and combination of media channels will help deliver the best possible campaign results, then purchasing those ads. Often, brands work with media planners to buy advertising media. Media buying focuses on paid media.
Paid media and unpaid media work together to support your business or product. Paid media includes things like digital advertising and traditional advertising (TV, radio, outdoor, etc.). Unpaid media includes things like organic posts on social media or blogs on your website, where you control the message but don’t have to pay to post. Both paid and unpaid media should be detailed in your media plan.
With Amazon Ads, paid media includes solutions like Sponsored Display and video ads, whereas unpaid media includes Stores and Posts—tactics that support brand efforts but are free to advertisers.