CHECK THE READ
A pin has two sides.
A nearby billboard does not automatically face the approach you need. Open the face details before giving the artwork a turn or exit instruction.
Planning guide
A stronger plan
starts with the route.
Translate a media brief into markets, locations, formats, creative requirements and a realistic flight.
Start with a real place
The road, the read and the reason to be there.
01 / Objective
Define the job
Decide whether the campaign needs broad awareness, a market entrance, a retail route or a sustained presence near a destination.
02 / Geography
Trace the journey
Compare Sioux Falls streets, the interstate loop and regional markets. Review directions of travel and the face-level map.
03 / Format
Match the medium
Choose digital network coverage, a focused digital face, static presence or a combination. Check each product’s hold and format.
04 / Creative and timing
Build the handoff
early.
List every aspect ratio and location that needs artwork before the production deadline. A network with mixed screen sizes may need two files. If a campaign uses local copy, create a clear naming scheme for every market and face.
The media kits describe product-specific holds and sample flights. Confirm current availability, play order, placement choices, rates and artwork deadlines in the proposal; do not infer them from a site photo alone.
05 / Evaluate
Ask what the
numbers mean.
A traffic count, an estimated impression and a play are different measures. Ask for the methodology, period and assumptions behind any audience figure so the buy can be compared fairly with other media.
The planning notebook
Five decisions.
One useful brief.
Write a short answer for each decision. The aim is a brief the media team and creative team can both act on.
01
What should people remember?
Write the campaign’s main job in one sentence. “Introduce our new clinic” is a clearer starting point than a list of unrelated services and promotions.
02
Which journey matters?
Name the business destination and the communities you serve. Save the relevant face IDs from the map, including direction of travel for any location-specific message.
03
When is the invitation useful?
List preferred dates and any opening, event or offer deadline. Include later creative changes so availability and production can be discussed together.
04
What files will be needed?
Confirm all booked formats, then assign each approved version to its market or face. Include brand files, the landing page and who signs off the artwork.
05
What will you review afterward?
Choose the campaign question in advance. Keep agreed delivery details, the audience methodology and any business response measures separate so each answers its own question.
Keep the answers together, then use the campaign brief tool to prepare a note for BYB.
CHECK THE PROPORTIONS
One idea can need several layouts.
Stretching a wide design onto a vertical face changes the hierarchy. Adapt the composition and review each final size.
CHECK THE DATES
Leave room for the handoff.
Discuss artwork approval and production deadlines before the offer starts. A requested flight becomes concrete when availability and terms are confirmed.
Make it happen
Bring the brief.
Markets, dates, objective and creative are enough for us to start a proposal.