Plan Better, Buy Smarter - Simpli.fi’s Scalable Media Planning Solutions Built for Advertisers of Every Size

Writer: Kerri O’Connor
Date: July 24, 2025

Media buying is more complex than ever. What used to be a straightforward process across a few major channels has evolved into a layered strategy across streaming platforms, social feeds, mobile apps, and beyond. Budgets need to cover more ground, reporting is scattered, and every campaign demands deeper coordination between data, creative, and delivery.

With so many options and just as many variables, it’s easy to lose clarity on what’s truly driving performance. Navigating an omnichannel campaign leveraging multiple platforms, optimizing spend efficiency, and maintaining visibility into results has become a full-time job in itself. But even in this crowded landscape, patterns are emerging—strategies that bring focus, restore efficiency, and create the ability to plan with confidence.

HOW TO UNLOCK THE FULL POTENTIAL OF YOUR MEDIA PLAN

A great media strategy doesn’t just support a campaign—it sets the course for success. When thoughtfully built, a media plan ensures your message lands with the right audience, at the right time, across the channels that matter most. But as consumption habits grow more fragmented and platforms multiply, the need for flexible, data-driven planning continues to rise.

Global media planning and buying investment was valued at $478.1 billion in 2024 and is expected to grow by almost 50% to $707.7 billion by 2034. – Expert Market Research

As media budgets scale and expectations grow, the pressure is on to build plans that are not only efficient but adaptive. The future belongs to teams that can balance speed with strategy and insights with impact.

TURN MEDIA PLANNING EFFICIENCY INTO OPPORTUNITY

Today’s consumers don’t follow a single path and neither should your campaigns. As audiences split time between streaming content, browsing online, and scrolling through social feeds, marketers need to stay visible across the full journey. High-impact formats like streaming video and search are especially valuable, capturing attention during moments of discovery, research, and decision-making.

One thing will always remain certain – location will always be key. By leveraging leading channels such as YouTube TV powered by DV360 and Google SEM, your campaigns are setting this standard. And in digital advertising, that means showing up in the moments and environments that shape decisions. When your campaigns appear on trusted, high-engagement platforms like streaming video and search, you’re not just gaining visibility—you’re positioning your brand at the intersection of attention and intent, where real outcomes begin.

LET AI DO THE HEAVY LIFTING FOR YOUR NEXT MEDIA PLAN

AI isn’t just powering your playlists or helping organize your next vacation—it’s reshaping how we work, plan, and make decisions. And in media planning, where precision and speed are everything, that shift is especially meaningful. Starting a campaign without clear direction can feel overwhelming, but AI-powered tools offer a faster, more focused path forward.

Simpli.fi’s AI-powered media planning tools streamline the planning process by maximizing efficiency and enabling scalable growth without increasing costs or requiring additional staff. AI is baked into every stage, from real-time optimizations to data-driven insights. Leverage an AI-powered chat feature to gain intuitive, real-time guidance to help craft an effective media plan quickly and confidently, making it easier than ever to get started.

According to recent reports, 66% of media planners are currently using or testing AI tools to optimize media planning and buying. – EMARKETER

The takeaway? AI is quickly becoming a core part of the modern media toolkit—and the teams who embrace it early are the ones positioned to plan smarter, move faster, and outperform the competition.

PREVENTING DUPLICATION IN LINEAR + CTV BUYS: TOOLS FOR AMPLIFYING REACH

While media plans are becoming more audience-focused, advertisers face a growing challenge: reaching consumers where they are—without overdoing it. There’s a fine line between strategic targeting and excessive delivery of message, especially when campaigns run across both linear and streaming platforms. For advertisers aiming to engage streaming audiences, the risk is real: how do you maximize reach and budget efficiency without duplicating impressions or missing untapped households?

Simpli.fi’s ZTV solution brings together ACR and U.S. Census data into a single dashboard to help identify top-performing ZIP codes or manage frequency on top domains with allowlists. This data-driven approach ensures ads are served to the most relevant households while minimizing wasted impressions. With streamlined planning and precision targeting, brands can scale reach and improve performance across streaming TV campaigns.

Additionally, Simpli.fi’s Linear TV Subscriber Exclusion tool effortlessly excludes linear TV subscribers from addressable CTV campaigns to achieve incremental reach and eliminate overlap. This planning tool ensures that your streaming TV budget targets streaming-only households, reducing wasted spend and simplifying campaign execution. By removing duplication between linear TV and CTV efforts, advertisers gain efficiency in planning, optimization, and reporting.

Advertisers can enhance their CTV planning by leveraging Simpli.fi’s partnership with iSpot’s Media Measurement module, which provides visibility into the linear TV activity of individual brands. This added insight helps identify potential overlaps, guide smarter media planning, and maximize budgets while expanding into new households. This provides linear TV buyers with the tools and data necessary to enter the streaming space with clarity and confidence.

According to the Adobe Advertising’s Connected TV Report, 57% of U.S. advertisers plan to increase their CTV budgets this year, attributed to advancements in better targeting and measurement capabilities. – AdWeek

As more advertisers expand into full funnel solutions, the challenge isn’t just being there, it’s showing up strategically. Overlap between linear TV and CTV is no longer an assumption; it can be managed proactively with the right tools and partner. With the right tools in place, advertisers can turn that risk into an opportunity: one where performance, precision, and incremental reach go hand in hand.

YOUR PATH TO STRONGER, MORE EFFECTIVE ADVERTISING STARTS WITH SIMPLI.FI

Media planning continues to evolve—but so do the tools and strategies that make it more manageable, more precise, and more impactful. Across planning, budgeting, and execution, marketers are finding new ways to simplify the process while making smarter decisions at every step.

From embracing AI for faster, more intuitive planning to finding balance across platforms without sacrificing performance, it’s clear that success today isn’t about doing more, it’s about doing it better. With the right approach, even the most complex media plans can become clear paths to meaningful results.

 
Ready to leverage Simpli.fi’s media planning solutions for your next campaign?
Get in touch at hi@simpli.fi or reach out to your Simpli.fi representative today.

Kerri O’Connor Senior Manager, Content Marketing | Simpli.fi Kerri O’Connor is a strategic product marketer with deep expertise in digital advertising, audience engagement, and campaign performance. As a Senior Manager of Content Marketing at Simpli.fi, she leads go-to-market strategy, messaging development, and product adoption for innovative ad tech solutions. Kerri brings a strong background in programmatic media, digital strategy, and client enablement, translating complex industry trends into clear, actionable marketing. She excels at blending data with storytelling to drive results and help brands connect with the right audiences. A passionate storyteller and data-driven marketer, Kerri is committed to helping brands navigate the evolving digital landscape and maximize their marketing impact.