Traditional Media Planning: TV, Radio & Out-of-Home
We tie TV, radio, out-of-home and print to the same calendar as your digital strategy: a strong presence off-screen, measured impact on-screen.
Traditional media isn’t dead; it got smarter. The biggest brands are still on TV and billboards — because mass trust is still built there. The only thing that changed: offline impact can now be measured. We don’t say “everyone saw it”; we say “here’s the impact it made.”
What is offline & traditional media?
Offline media is the planning, buying and on-air verification of advertising in off-screen channels such as TV, radio, out-of-home and print.
What is it for? Building fast awareness and trust with a broad audience. Planned well, it runs on the same calendar as your digital strategy, and its impact is measured through brand searches, site traffic and sales signals.
Offline media’s oldest problem is thought to be measurement; the real problem is disconnection. TV at one agency, digital at another, different messages, separate calendars — instead of feeding each other, channels compete for budget.
The second problem is space bought out of habit: the same channels, the same periods, the same rate card every year. Yet audience data changes every year — the time slots your audience watches, the routes they travel and the titles they read are not fixed.
We plan traditional media not as a world apart from digital, but as the off-screen arm of the same strategy. When your TV spot airs, you see your brand searches rise.
We start with your audience’s off-screen map: what do they watch, where do they travel, what do they read? The media mix is built on audience and traffic data, and the reach–frequency–cost balance is modeled for each channel. When buying, our volume and publisher relationships mean we negotiate rather than pay rate-card prices.
During the flight, two checks run in parallel: verifying that the purchased space ran as contracted, and tracking the campaign’s effect on digital signals — brand searches, site traffic, store and application data. At close, planned and delivered are reported side by side.
How do we work?
Four steps; each one starts from the output of the last.
01
Goals & Channel Analysis
We map your audience’s off-screen habits: what do they watch, where do they travel, what do they read?
02
Planning & Buying
We build the media mix and flight plan, and negotiate the best terms for your budget.
03
Airing & Verification
We verify on the ground and on screen that everything runs as contracted.
04
Impact Analysis
The campaign’s effect on brand metrics and digital signals is reported with a before–after comparison.
The layers we build
Each channel covers a different touchpoint; decisions are made with data, buys through negotiation.
TV & Radio
Channel, daypart and program selection based on audience data; GRP and reach optimization.
Out-of-Home & DOOH
From billboards to digital screens, metro to malls — site selection based on location and foot-traffic data.
Newspapers, magazines and trade publications; from ads to advertorials, placed in the right context.
Negotiation & Booking
Negotiating price, position and bonus terms — more than just space for your budget.
Airing verification
Confirmation, on the ground and on screen, that what was bought ran as bought.
Impact measurement
A before–after report based on brand search volume, traffic and application signals.
The tools we use
Every number you see in the report for this service comes from this toolset.
TİAK TV audience data
The numerical basis for channel, daypart and program selection in TV planning.
RİAK radio audience data
Station and daypart decisions in radio planning.
Location & foot-traffic data
Out-of-home site selection: where does your audience pass by?
Reach–frequency modeling
Standard templates for planning decisions and post-buy reports.
For fast mass awareness, launches and building trust, traditional media is still unmatched. For businesses concentrated in specific cities or regions, even small budgets get strong results with precisely targeted out-of-home plans.
For brands with a niche, fully digital product that expect instantly measurable sales, offline shouldn’t be the first investment — digital performance comes first there. For very small one-off buys, an intermediary may not make financial sense either — we run the numbers and tell you plainly.
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for a typical plan: analysis, mix and booking
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calendar: offline and online campaigns in one plan
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airing verification: we confirm what was bought actually ran
✓Audience and channel analysis (with audience/traffic data)
✓Reach–frequency–cost modeling
✓Media mix and flight plan
✓Price negotiation and booking management
✓Creative adaptation and technical delivery tracking
✓Airing verification report
✓Digital signal tracking (search, traffic, applications)
✓Post-buy closing report: planned vs. delivered
Frequently asked questions
Short, clear answers to common questions. Don’t see yours? Let’s talk it through together.
Is offline media still a sensible investment?
For the right goal, yes. For fast mass awareness and building trust, traditional media is still unmatched. What matters is planning it in a measurable way, integrated with your digital strategy.
Can you run an out-of-home campaign on a small budget?
Yes. Instead of covering the whole city, precisely targeted plans focused on where your audience concentrates get strong results from small budgets too.
How do you measure impact?
Throughout the campaign we track brand search volume, site traffic, store and application data, supported by awareness research where needed. We report results with a before–after comparison.
Do you handle creative production?
Adaptation and technical delivery are on us; if production from scratch is needed, we define the scope together and manage the whole process in one place.
