What does master planning include?
A master plan defines deployment periods, media categories, budget weighting and the role of each channel. Scenarios show how alternative mix or budget decisions support the defined media objectives.
MEDIA MODULE 03 · PLANNING & BUYING
Buying starts only after the strategic role of the investment is clear.
H.O.T. AG translates media strategy into master planning, detailed planning, budget allocation, flighting, concrete media and publisher selection, negotiation and buying. The objective is not the cheapest contact, but a transparent balance of budget, quality and reach.
What does detailed planning include?
Specific media, publishers, formats, regions, audiences, flights and budgets are defined. Where appropriate, conditions are renegotiated and technical requirements for tracking, ad serving or programmatic activation are specified.
How are publishers and platforms selected?
Not only by price or nominal reach. We consider audience fit, environment, availability, data and measurability, quality criteria, the technical supply chain and the medium's role in the overall plan.
What role does programmatic buying play?
Programmatic is a buying and steering mechanism, not an end in itself. Where appropriate, a DSP enables granular activation and ongoing optimization. Supply-chain quality and measurability still need to be assessed separately.
Can H.O.T. AG negotiate and buy directly?
Yes. Depending on the mandate, we take on negotiation, booking and operational coordination or work alongside existing agencies and partners. Responsibilities are explicitly defined before the project starts.
NEXT STEP
A concrete task is the best starting point.
We define mandate, scope and responsibilities before the project begins – and clarify whether H.O.T. AG is needed as media consultant or independent audit function.