Media planning that tells you upfront where every euro goes and what should come back
Media planning starts with a question most Estonian companies can't answer: where exactly does the ad budget go, and what comes back? "Last year we did it this way, let's do it again." Result: 20–40% of the budget burns in channels where your customer isn't. At year-end, nobody can tell which campaign drove sales and which one just ate money. We start from a blank page. We measure your audience behavior, competitor media activity, and the real return of each channel. The result is a document you can present to the board and measure against every month. Not slides to argue over — a spreadsheet to act on.
What the media plan includes
Audience and market analysis
Ideal customer profile — who buys, why, where they research, when the decision matures. Audience media consumption habits (Kantar Emor, TGI Estonia, Meta Audience Insights, your CRM). Buying journey mapping — which channel plays what role at each stage.
Competitive analysis
Who's advertising, where, and roughly how much (Meta Ad Library, Google Ads Transparency Center, SEMrush, SimilarWeb). What messaging competitors own and where you can differentiate. Channel saturation — where prices are inflated, where there's still room.
Channel selection and budget allocation
Reasoning per channel: why this one, for what objective, under what assumptions. Paid vs organic split, brand-building vs performance ratio (Binet & Field), budget allocation with concrete numbers — monthly spend, campaign spend, test budget.
Campaign calendar
Which channel launches in what order. Visual calendar by month. Seasonality, product launches, customer behavior peaks. Always-on vs campaign-based logic per channel.
Metrics and reporting
A concrete KPI per channel: CPA, ROAS, brand reach, qualified contacts. Measurement technical layer — UTM structure, GTM, conversion paths, attribution model. Reporting rhythm: what you review weekly, monthly, quarterly.
Assumptions and Plan B
What the plan stands on — conversion rate, customer lifetime value, channel CPM. What happens if an assumption breaks: budget cut, competitor campaign, algorithm change. Plan B per channel.
How the process works
- STEP 01
Discovery call (60–90 min)
We sit down with you and your sales or marketing lead. We ask: what are the business goals, who's the customer, what's worked so far, what hasn't, what's the budget. This is where we find out whether a media plan is even needed. If it isn't, we say so.
- STEP 02
Data collection and analysis
We gather all available data: Google Analytics, Google Ads, Meta Ads, CRM sales data, past campaign results, competitive analysis. Most of the heavy analysis runs through AI tools on our side. That keeps the price down and speeds up the work.
- STEP 03
Draft and discussion
We present the first version: budget allocation, channels, KPIs, calendar, assumptions. We walk through it and adjust based on what you know about your market and customer. The result is a final document you can present to the board and partners. Clear, justified, measurable.
- STEP 04
Launch and monitoring (optional)
If you want, we also help execute the plan: campaign setup, weekly optimisations, monthly reviews. If you prefer to keep execution with your team, the plan is built so it can be used without us.
Why choose Dopamin for media planning
- 01
Affordable, because most of the work runs on AI
We're an AI-first agency. Analysis, research, and reporting run through automated tools on our side. That lets us offer the same quality of media planning at a significantly lower price than traditional media agencies. Our focus is small and mid-sized Estonian businesses — the ones for whom traditional agency pricing made this service unreachable.
- 02
Fast response, short decision chain
We reply to inquiries quickly. When a competitor launches a campaign or a short-window opportunity opens up, we can set up and put campaigns live on short notice. Media plan adjustments reach you directly, not through three project managers.
- 03
Zero kickbacks from channels
Large media agencies earn a share of their revenue from commissions paid by channels and platforms on media buys. That creates a quiet conflict of interest — they recommend the channel that pays them the most. We don't work that way. We charge only the client and recommend only what drives revenue for your business. If a channel isn't right for you, we say so — even if it means less work for us.
See whether your ad budget is buying what you think it is — and how AI can keep the plan alive
Send us your current channel mix, monthly budget, and goals. We'll send back a custom audit: where spend is leaking, which channels you're missing, where reporting hides the truth. Plus a specific AI roadmap for monitoring and reallocation without buying an expensive BI platform. Delivered within 3 business days.
What you get
- 01
Budget allocation vs stated goals
We compare what you say you want (contacts, revenue, brand reach) against where the money actually goes. Most companies are off target and don't know it.
- 02
Wasted spend, named
Channels that aren't earning their slot. Retainer fees that quietly accumulate. Partners paid for activity, not results. We point at them with euro numbers.
- 03
Untapped channels
What you're not running but should be, given your audience and offer. Sometimes the biggest growth opportunity is the channel you haven't tried.
- 04
Reporting and decision-making gaps
Does your current setup actually let you tell what's working? Or are you flying blind month to month?
- 05
AI roadmap for monitoring and reallocation
Most media plans die in a drawer because keeping them updated is manual work. We map how to set up: automated weekly summaries, competitor monitoring, anomaly alerts, predictive pacing. AI tools that cost a fraction of a BI platform. Per task: which tool, how to set it up, how many hours per week back.
A media plan is only as good as how long you use it. Most agencies sell the plan and walk away. Six months later the plan is stale. The AI roadmap is what turns the plan into a living document. We'd rather you have it whether you hire us or not. If you want us to run the plan — we will. If you want to keep it alive yourself with our Claude Code or Codex training, we'll teach you.
Frequently asked questions
Yes. Small and mid-sized businesses are our core clients. Our AI-driven workflow lets us offer media planning at a price that's actually accessible to SMBs. Traditional agencies start at five-figure project fees. Our pricing starts significantly lower.
Ready to spend your ad budget smarter?
Book a free 30-minute discovery call. We'll review your current setup and tell you honestly whether media planning is your next step. Or not.