Turn market context into a stronger media plan.

Build objective-led plans using market, audience, category and channel intelligence, with a clear rationale behind every recommendation.

Included with every ElenIQ plan
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All capabilities includedUnlimited usersPricing based on advertiser workspaces

Media Planning is the part of ElenIQ that builds the plan. Define your audience by market, industry, demographics and business model, and it sizes the addressable audience, weights platforms for that specific market, assigns each a Primary, Secondary or Tactical role and recommends the budget split - using rules-based logic you can trace, not a generic AI answer.

The problem

Generic plans miss what makes each market different.

A channel mix that works in the UK can be wrong in Saudi Arabia or Japan. Platform reach, local alternatives, restrictions and category behaviour all change by market - and a global template ignores them.

Generic AI outputs make it worse: they sound confident, change every time you ask, and cannot tell you why a platform is in the plan. That is hard to present to a client and harder to defend later.

  • Global defaults, local markets

    Plans copied across markets carry the wrong platforms and weightings.

  • No audience sizing

    Budget is split before anyone knows how much reachable audience there is.

  • Unclear channel roles

    Every platform looks equally important, so none has a clear job.

  • Rationale written after the fact

    The why behind the plan is reconstructed for the deck, not built in.

Inside Media Planning

A market plan, explained - not generated.

Each platform is scored on market, audience and KPI fit, assigns its role and shows the rationale beside it, so the plan you present is the plan you can defend.

Channel Recommendations (Market Plan)

Market, audience and KPI fit by platform - explained, not generated.

United Kingdom
Activewear · D2C
ProspectingDemand captureRetentionAwareness

Recommending 3 primary channels for UK · Activewear, weighted by audience fit, intent and platform strength - LinkedIn excluded due to poor category fit.

PlatformFitRoleRationale
google searchHighDemand captureIntent-led
metaHighProspectingScale
tiktokHighDiscoveryCreative fit
pinterestMediumInspirationVisual category
linkedinLowExcludePoor category fit

What Media Planning covers

Everything needed to take an audience brief to a structured, localised, client-ready media plan.

Market intelligence

25+ markets with localised platform weightings, region-specific platforms alongside global ones, and restricted-platform detection.

Audience intelligence

Total addressable audience by market, age, gender, industry and business model, with a reach scale and platform-level audience share.

Channel role recommendations

Each platform is classed as Primary, Secondary or Tactical from audience concentration, platform maturity and business-model fit.

Category and competitor context

Category behaviour and the competitive set shape platform weighting, so the plan reflects how this category actually buys media in each market.

Objective-based planning

Recommendations adapt to 70+ sub-industries and your objectives - B2B weights LinkedIn and search up, property triggers portal recommendations.

Multi-market planning

Plan several markets side by side with live FX conversion across GBP, USD, EUR, AUD and AED for like-for-like budget comparison.

Planning rationale

Every channel carries the reason it is in the plan, its role, the risks and a confidence score - written in, not reconstructed for the deck.

Client-ready outputs

Quick Plan for a top-line view, Deep Plan for platform, audience, creative direction and spend - exported to CSV, PDF or a presentation.

From input to decision

  1. 01

    Define the brief

    Choose market, industry and sub-industry, audience, business model, objective and budget.

  2. 02

    Size the opportunity

    Estimate the addressable audience and shows how it splits across platforms in that market.

  3. 03

    Assign channel roles

    Platforms are weighted, given a Primary, Secondary or Tactical role and a recommended budget, with deprioritised channels explained.

  4. 04

    Present the plan

    Review the rationale, risks and confidence, then export the plan or take it into Forecasting Intelligence to model the investment.

Works with the rest of ElenIQ

Media Planning sits alongside Forecasting Intelligence, Annual Investment Planning, Creative Intelligence and Affiliate Growth Intelligence in the same advertiser workspace and the same subscription, with Ask Dex working across all of them. Nothing to buy separately.

Planning

Media PlanningYou are here

Build market, audience and channel plans

Forecasting

Forecasting Intelligence

Model scenarios, returns and budget movements

Annual planning

Annual Investment Planning

Build annual budgets, phasing and market allocations

Creative

Creative Intelligence

Turn creative performance into prioritised actions

Affiliate growth

Affiliate Growth Intelligence

Identify partner and programme growth opportunities

Ask Dex · across every capabilityAsk a question across your plans, forecasts, annual investment, creative and affiliate programme.About Ask Dex

Ask Dex

Ask the question. Get the reasoning.

Ask Dex works across ElenIQ. From Media Planning it can interrogate this workspace’s outputs and the assumptions behind them, and bring in the rest of the platform when the answer needs it.

How Ask Dex works

Ask Dex · from Media Planning

“Which markets have the strongest growth opportunity for this objective?”

For an awareness objective, Market B has the strongest opportunity: the addressable audience is 18% larger than Market A and two primary platforms are under-used by the category. Market C ranks third - reach is high, but one platform is restricted there, so the plan relies on a narrower mix.

  • Ranks markets on the plan's own audience and platform scoring
  • Explains which assumption moves the ranking
  • Can carry the shortlisted market into a forecast
Illustrative example with placeholder data.

Who this is for

Media Planning is built for the people who decide where a media plan should run, market by market.

Media planners

Turn an audience brief into a defensible channel plan in minutes.

Brand & growth strategists

Ground channel strategy in audience size and platform fit, not opinion.

International & market teams

Plan each market with its own localised platform weighting and restrictions.

Channel leads

See which platforms should be primary, secondary or tactical for your audience.

Agencies

Build market-specific channel recommendations clients can trust for the pitch.

Founders entering new markets

Understand where a new audience actually is before spending on it.

Frequently asked questions

What is audience planning?

Audience planning is the process of defining who you want to reach - by market, industry, demographics and business model - and translating that into where to advertise and how much to invest per platform. Media Planning sizes your addressable audience and turns it into a concrete channel and budget plan.

How do you choose paid media channels by market?

Channel choice should follow where your audience actually spends time in each specific market, not a global default. ElenIQ applies localised platform weightings - surfacing region-specific platforms in markets like Japan, the UAE or Saudi Arabia - and flags restricted platforms so the recommended mix fits each market.

What is a channel recommendation tool?

A channel recommendation tool suggests which advertising platforms to use and how to split budget across them based on your audience and objectives. Media Planning assigns each platform a role - Primary, Secondary or Tactical - and recommends spend per channel from audience distribution and platform fit.

How do you build a market-specific media plan?

Start from the market, industry and business model, size the addressable audience, then weight channels by how well each platform reaches that audience locally. ElenIQ does this end to end and adds a strategic rationale explaining why each platform is recommended and what role it plays in the mix.

What is total addressable audience?

Total addressable audience is the size of the population you could realistically reach with paid media given your targeting - market, age, gender, industry and business model. Media Planning estimates it and reports a reach scale (High, Moderate or Limited) so you know how much room a channel has.

How are channel roles assigned?

Each platform is classified as Primary, Secondary or Tactical based on audience concentration, platform maturity in the market, and fit with your business model. B2B selections, for example, weight LinkedIn and search up and reduce reliance on broad-reach social.

Which markets does Media Planning support?

Media Planning covers 25+ markets - including the UK, US, Canada, Australia, France, Germany, Brazil, Mexico, the UAE, Saudi Arabia, India, Japan, South Korea and China - each with localised platform weightings, restricted-platform detection and live FX conversion for cross-market budget comparison.

Is the media plan generated by AI?

No. The plan itself runs on rules-based scoring and market-weighted logic, so the same inputs always produce the same plan and every recommendation is traceable to an audience, market or objective condition. Optional AI insights add commentary on top; they do not decide the channel mix.

Is Media Planning sold separately?

No. Media Planning is included with every ElenIQ plan, alongside Forecasting Intelligence, Annual Investment Planning, Creative Intelligence, Affiliate Growth Intelligence and Ask Dex, with unlimited users. Plans are priced only by the number of advertiser workspaces you manage.

Related resources

Get the complete ElenIQ platform.

Media Planning, Forecasting Intelligence, Annual Investment Planning, Creative Intelligence and Affiliate Growth Intelligence on every plan, with Ask Dex and unlimited users. You only pay for the number of advertiser workspaces you manage.

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