Media Strategy & Planning
Spend in this region is split across Google, Meta, TikTok, marketplaces and, still, radio and retail media, in currencies that move. We plan the mix from the job to be done, the device people actually use, and the payment method they will complete, before a platform gets a line item.
Industry benchmarks, not Accerstus client results. Verify before citing.
We allocate budget to the journey people take, not to a default stack.
A media strategy is a hypothesis about where attention is cheap enough and close enough to a sale. We write it down, cost it, and define what would make us change it after four weeks of data.
Define the job and the geography.
Launch in Cape Town is not the same as restock in Mutare. Language, logistics and payment rails belong in the brief before CPMs.
Choose channels for a reason.
Paid search, paid social, programmatic, marketplaces, streaming, radio. Each line must name the audience and the action. Vanity presence is not a line.
Set the measurement before go-live.
Pixels, UTMs, promo codes, call tracking, WhatsApp unique links. If we cannot see the action, we do not scale the tactic.
Platforms are vendors
Google Ads, Meta and TikTok are tools we plan with. They are not strategy. We will not pretend a partnership badge is a media plan.
Test with a kill date
Every experiment has a budget, a metric and a date we will stop or scale. Endless 'learning phases' are how money evaporates.
Creative is media
A plan that ignores 9:16, captions and file size will waste the buy. We brief creative in the same document as placements.
Honesty on incrementality
We will not claim a sale that would have happened from branded search alone. Where we cannot geo-split, we say so.
PLATFORMS THAT WE WORK WITH
