Video Killed the Media Plan

Video has broken the rules of advertising: today every platform aims to cover the entire funnel, the boundaries between branding and performance have dissolved, and planning media without a solid method means wasting budget. A clear example is Connected TV: a big screen, real attention, precise targeting, and purchase data that traditional linear TV could never provide, with an impact on brand building that is now comparable. Numbers, real case studies, and a clear perspective from someone who plans over 50 media plans a year and manages tens of millions of euros in advertising. You leave with an operational compass — the Media Plan Compass — to stop asking the wrong questions and start building media plans that win in the long term.