Paid MediaSocial MediaPPC (Paid Search)Digital Advertising

Media Planning & Buying

Few industries have undergone change on such a scale and at such a pace in recent years as the media planning and buying industry.

Media and advertising are two sides of the same coin. Media is the conduit via which those lovingly crafted adverts are disseminated - in the hope, with varying degrees of certainty, of them gaining purchase in the mind of potential punters and influencing their future behaviours.


A couple of decades back, traditional ‘above the line’ media consisted of just TV (when the UK had only one commercial channel!), radio, outdoor and newspapers. Brands wishing to deliver advertising messages at scale had little opportunity for targeting consumers. Getting involved in media was a risky and expensive affair, something only readily available to brands with very broad appeal and backed by huge budgets. Hence the early predominance of advertising for soap powders and the like.

Measuring the effectiveness of such activity was similarly imprecise - a pseudoscience at best. Small audience samples were extrapolated to provide a retrospective estimate of the ‘reach’, ‘cut-though’ or ‘effectiveness’ of an advertising campaign. Unfortunately, by the time the numbers were in the campaign had long-since ended and the budget was blown.

Trying to unpick what worked well wasn’t at all easy. The late US retail magnate and advertising pioneer, John Wanamaker, summed up the situation: ‘Half the money I spend on advertising is wasted; the trouble is, I don't know which half.’ Indeed.


Today, digital marketing and digital media offer unprecedented opportunities to target messaging to ever-narrower sub-segments of the population with previously unthinkable levels of accuracy, transparency and reportability. At the same time, the number of available media channels has exploded. No longer do we live in the golden age of television, where an ad on one of the big three US TV networks could reach 70 percent of the viewing audience.

These days we have endless digital TV channels, social media, in-app advertising, paid media, paid search (PPC), online media, even ‘smart’ retargeted advertising that proactively stalks potential customers based on their previous behaviours. And the list continues to grow, creating both an increasingly fragmented media landscape and a huge spike in the volume of advertising. Back in the 1970s we were exposed to 500 ads a day; today, it’s as many as 5,000.


Ironically, despite the advances in targeting and segmentation, this gigantic increase in ‘noise’ means consumers are more resistant to advertising than ever – which means you must be smarter than ever to reach them and grasp their fickle attention.

This is why traditional media channels are struggling so badly - generic, mass-market media strategies just can’t cut it anymore. At Woven we develop media strategies that cut through the noise and deliver your message directly to your best prospects, at exactly the right time and via their preferred media consumption channels.

Working from a deep understanding of the target customer, often backed by real-time social insights (unearthed by our sophisticated social listening tools), we understand the complexity of modern media consumption and devise highly targeted, multi-channel media strategies that really deliver.

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