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01 / Media planningOwner-managed

Media planning agency

Media planning allocates your budget across all channels, from TV and outdoor advertising to streaming and social ads. This goes beyond pure search engine advertising. We create the media plan, select channels based on reach and target audience, and book both print and streaming.

  • WhatTarget group analysis, media plan, booking, and evaluation across offline and online.
  • For whomBrands looking to plan and consolidate reach across multiple media types.
  • Why usMedia work for CannaZen, DAZN and Penny.
Request media planning View work

Trusted by

Bundesliga Stadium advertising CannaZen 1 Mio+ Video views DAZN 200K+ Festival Visitors Penny 5K+ Points of sale Silberpfeil Energy

Figures from our case pages. You can find the period and details in each case.

Problem & goal

Who
Social Media One: owner-managed advertising agency with in-house photo and video production.
For whom
Brands looking to plan and consolidate reach across multiple media types.
What
Target group analysis, media plan, booking, and evaluation across offline and online.
Why us
Media work for CannaZen, DAZN and Penny.
Next step
Brief initial meeting. Afterwards, you receive an assessment and concept before anything is produced or booked.

What we deliver specifically

Concept, implementation, and analysis from a single source, with dedicated contacts.

  • Channel strategy
  • Budget
  • Flight
  • Reach
  • Frequency
  1. 01

    Target groups & reach

    You know where your target group spends their time.

    Your challenge
    Media are chosen by habit.
    Our approach
    We assign target groups to media types and estimate reach.
    Result
    A well-founded channel selection.
    • Target group analysis
    • reach estimation
    • channel selection
  2. 02

    Media plan

    A plan that connects budget, timing, and channels.

    Your challenge
    Channels run without coordination.
    Our approach
    We build a plan with phases, frequency, and budget shares.
    Result
    A coherent roadmap.
    • Phase plan
    • frequency
    • budget shares
    To marketing strategy
  3. 03

    Offline & outdoor advertising

    Outdoor advertising, TV, radio, and print are part of the plan.

    Your challenge
    Offline media run separately from digital.
    Our approach
    We plan and book offline media and coordinate them with digital.
    Result
    A presence across all types.
    • Outdoor advertising
    • TV
    • radio
    • print
    To outdoor advertising
  4. 04

    Digital & streaming

    Digital channels and streaming are booked in a targeted way.

    Your challenge
    Digital bookings are fragmented.
    Our approach
    We combine search, social, programmatic, and streaming into a single digital plan.
    Result
    Consistent digital reach.
    • Social
    • programmatic
    • streaming
    To streaming ads
  5. 05

    Booking & processing

    Bookings are processed correctly and on time.

    Your challenge
    Deadlines and formats get lost.
    Our approach
    We handle booking, creative coordination, and execution.
    Result
    Smooth implementation.
    • Booking
    • creative coordination
    • execution
  6. 06

    Evaluation

    You see what the campaign has achieved.

    Your challenge
    Media reports cannot be compared directly.
    Our approach
    We prepare and standardize data for comparison.
    Result
    Overview and learnings.
    • Reach
    • Impact
    • Recommendations
    To tracking & analytics

Found the right service?

Discuss media planning

How we work

Clear answers to the questions brands ask us most often.

More than search

Media planning considers all channels and connects them, not just search.

Roles of media

Some media deliver reach, others drive conversions. We define who delivers what.

Pace and frequency

Too few contacts have no effect, too many can annoy. We plan frequency deliberately.

Offline and online

Offline contacts can be extended digitally. We plan both together.

Approach and decision criteria

  1. 01

    Initial meeting

    We clarify objectives, target group, offer, and framework, and check if paid ads are the right lever.

    Result: Clear objective definition and assessment.

    From you: Objective, offer, and previous experience with ads.

  2. 02

    Setup & Tracking

    We set up accounts, audiences, and measurement so that results can be clearly attributed later.

    Result: Clean account and measurement setup.

    From you: Access to ad accounts, website, and shop.

  3. 03

    Campaign launch & testing

    Ads and creative variants go live; we test systematically instead of guessing.

    Result: Ongoing campaigns with a test plan.

    From you: Approval of budget limits and creatives.

  4. 04

    Management & reporting

    We make adjustments, shift budget to what works, and report at fixed intervals.

    Result: Reporting with concrete recommendations.

    From you: Feedback on leads or sales from your perspective.

Project references

Selected projects from our cases. Figures and timeframes can be found in the respective case story.

CannaZen Featured case / CannaZen 10M+ views, Bundesliga stadium advertising, creator documentaries Initial situationLaunching a cannabis health brand from scratch in a newly legalized, highly regulated market. IdeaWe orchestrated a complete brand launch across all channels: OOH (Ströer billboards nationwide), Bundesliga stadium advertising for mass visibility, social ads on TikTok, Instagram, Reddit, and Tinder, P… ImplementationLED-Werbung in Bundesliga-Stadien — Massensichtbarkeit mit Millionen Zuschauern pro Spieltag. 10 Mio+ Views65K+ Patients View case
DAZN 3 events, PPV record, sold out DAZN wanted to bring combat sports into the social media mainstream. 3 Events partnershipAusverkauft Homecoming event Penny Penny x Glücksgefühle How does a discounter become culturally relevant for Gen Z? 200K+ Festival VisitorsQR In-Store Activation

Planning a similar project?

Discuss media planning

More work

Silberpfeil Energy From rapper collab to Dubai 1 Mio+ Video viewsCapo Special edition collab Mercedes-Benz 1M+ traffic for G-Class & Maybach 1 Mio+ Traffic2 Creator Hansa Hansa 2.6 million TV reach — Sandra Hunke 2,6 Mio TV Reach1 Ambassador
All cases

Measuring success & limitations

We define in advance which impact matters and measure it across all channels as far as possible.

Limitations: In media planning, offer, competition, site, and budget all influence results. We state what is realistic in advance and do not guarantee outcomes.

Contact person

Stephan M. Czaja

Owner, Social Media One

From the start, you speak directly with the people implementing your project, not with a sales team. Briefly tell us what it's about, and we’ll get back to you with a concrete proposal.

Stephan on LinkedIn

Questions before commissioning

What is media planning?

The selection and allocation of advertising budgets across media and timeframes, tailored to target group and objectives.

How does media planning differ from SEA?

SEA is a subset of search; media planning considers all channels. More on our SEO x SEA page.

Do you also book offline media?

Yes, such as out-of-home and print, coordinated with digital.

How does the collaboration work?

Consultation, analysis, media plan, booking, and evaluation.

How large does the budget need to be?

That depends on your goals and market. In the initial consultation, we assess what is realistic.

What affects the effort involved?

Number of channels, duration, and coordination. We clarify this in the initial consultation.

Your media-start planning.

Briefly tell us what you have in mind. You will receive an honest assessment and a concrete proposal.

Request media planning