Media Strategy

This page is generated. Do not edit it by hand — run scripts/atlas-vocab.py.

part of Strategy · tier 2 · Text · 0 pieces of work carry it · 4 crafts it is confused with

The craft, and who hires it

Multi-channel campaigns and targeted advertising — hired for media planning and buying engagements: which channels, what weight, what sequence, to reach whom.

The channel-architecture craft: planning optimal media channels, placements, budgets, and schedules to reach target audiences effectively. Evidenced when the placement thinking is itself part of the creative logic — channel-native variants, phased rollout, or placement-led ideas.

Tag it when…

Tag when the work evidences deliberate channel/placement architecture as craft — a placement-led idea (e.g. an OOH-first stunt whose idea IS the placement), a documented channel-mix plan, channel-native variant systems built to a media plan, or an explicit media-strategy credit.

Never tag it when…

Never tag from the channel a piece happens to run on — channel is a facet, not a craft signal; running on TikTok is not media strategy. Message architecture across touchpoints goes to strategy_communications_planning; the whole campaign plan goes to strategy_campaign_strategy. Never tag the L0 'Media Strategy & Buying' SERVICE row — credit/offer tier only.

Easily mistaken for 4 other crafts

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

• strategy communications planning — Media strategy picks channels, weights, and schedules; communications planning architects the messages that flow through them.
• strategy campaign strategy — Channel mix is one layer of a campaign plan; tag media_strategy only when the media thinking itself is the evidenced craft.
• Media Strategy & Buying (L0 service) — The L0 row is the sell-side offering/credit line, never a classify target; content tags this leaf.
• channel facet (schema enums) — Where a piece RAN is the channel facet; media strategy is the craft of deciding the channel architecture — never infer the craft from the facet.

At what size it applies

Asset grain: media strategy is a property of the campaign/piece as planned, judged over the whole item or its documentation — never a beat inside one. Do not moment-tag.

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.