Media planning is the strategic work, setting revenue targets, defining audience strategy, allocating budget across channels, and building testing roadmaps before spend begins. Media buying is the execution that follows. Thrive treats them as distinct disciplines so planning gets dedicated strategic time and buying executes against a plan built with intention.
Starting from revenue targets and working backward through funnel math to channel-level allocations, with diminishing returns modeling applied to identify where each additional dollar drives the most growth. Channel selection is validated by incrementality testing and updated as the evidence base grows.
Diminishing returns modeling estimates the incremental revenue generated by each additional dollar in each channel and identifies the point where adding more budget stops producing proportional growth. Without it, channels get over-invested past the point of efficiency while others with more runway go underfunded.
