Cross-media planning is the process of developing a unified media strategy across multiple channels, including television, digital, social, out-of-home, radio, print and retail media. Rather than planning each channel independently, cross-media planning enables organisations to compare channels consistently, understand how they work together and evaluate their combined contribution to campaign reach. Plan supports cross-media planning by enabling planners to compare more than 70 media types using a single reach metric.

Media consumption has become increasingly fragmented across channels, platforms and devices, while audience measurement often relies on different datasets, methodologies and reporting standards. This makes it difficult to compare channels, understand duplicated audiences and evaluate planning scenarios consistently. Plan brings these elements together within a unified planning environment, helping planners compare channels using a common planning methodology and consistent reach measurement.

Consistent reach measurement enables planners to compare media channels using the same measurement framework rather than interpreting different reporting standards for each platform. This improves confidence when comparing channels, evaluating planning scenarios and understanding how media work together to build total campaign reach.

Deduplicated reach measures the number of unique people reached across multiple media channels after duplicate audience exposures have been removed. Rather than counting the same individual multiple times, deduplicated reach provides a more accurate view of total campaign reach and helps planners understand how each channel contributes to overall audience coverage.

Incremental reach measures the additional unique audience gained by introducing another media channel to a campaign. Understanding incremental reach helps planners evaluate how channels complement one another and identify where additional media activity expands audience reach rather than simply increasing frequency.

Reach curves illustrate how audience reach changes as media activity increases across one or more channels. Rather than presenting a single planning outcome, reach curves help planners visualise how different media scenarios influence reach and frequency, making it easier to compare alternative planning approaches.

Reach curves help planners visualise the relationship between media activity, reach and frequency across different planning scenarios. By showing where incremental reach begins to decline, reach curves help identify the point at which additional media activity delivers diminishing returns. This enables planners to compare channel combinations, evaluate trade-offs and develop more efficient cross-media plans based on consistent reach measurement.

Audience continuity means maintaining the same audience definition throughout the planning process. Using a consistent audience across planning scenarios, channel comparisons and reporting produces more meaningful comparisons and more reliable planning decisions. Plan supports audience continuity by maintaining a consistent audience framework throughout the planning workflow.

Multi-survey analysis enables planners to analyse audiences using multiple consumer research datasets rather than relying on a single survey. Combining complementary survey sources provides broader audience coverage and enables planning strategies to be informed by richer consumer insights across markets, channels and media.

No single survey can answer every planning question. Multi-survey analysis enables planners to leverage the strengths of multiple research sources while maintaining a unified planning workflow. This provides greater flexibility when analysing audiences, comparing markets and evaluating planning scenarios.

Bespoke media channels are custom planning channels that enable organisations to model their own media landscape rather than being limited to predefined channel lists. They allow planners to combine measured and non-measured media, incorporate audience and media data from additional sources, and model new, proprietary or emerging channels using established media planning methodologies. This enables organisations to evaluate their complete media ecosystem within a unified cross-media planning framework.

Predefined media taxonomies rarely reflect how organisations actually buy, group or evaluate media. Bespoke media channels enable planners to represent their own planning strategies, publisher groups, proprietary inventory and emerging media formats without changing the underlying planning methodology. This creates a planning framework that more accurately reflects each organisation's media ecosystem while maintaining comparable reach measurement across all channels.

Scenario comparison enables planners to evaluate multiple media strategies side by side using the same audience definition and measurement framework. By comparing different channel combinations, planning assumptions and media allocations within a single workflow, organisations can understand how alternative approaches influence reach, frequency and incremental reach before finalising a media strategy.

The media channels available in Plan are determined by the licensed consumer survey datasets used by your organisation. Depending on the survey, planners can analyse a broad range of traditional, digital and emerging media channels using a common planning methodology. Where additional channels are not included within the survey, Plan's bespoke media modelling enables planners to incorporate additional media data and model custom channels using established media planning techniques. This provides the flexibility to build a planning framework that reflects an organisation's unique media landscape while maintaining comparable reach measurement across all channels.

Plan supports media planning across 46 countries, enabling agencies and brands to develop cross-media strategies across international markets. This global planning framework is built on official country census data, the United Nations World Population Prospects 2024 and Eurostat population statistics, providing a common population foundation for cross-market planning. Combined with local consumer survey data where available, these sources enable planners to compare planning scenarios, measure reach consistently and develop media strategies that reflect both local market conditions and global planning objectives.