When is the best time to establish media KPIs with the brand?

Establishing media KPIs before sending the RFP is critical because it ensures that both the brand and the media planning team have a clear and mutual understanding of the campaign goals and success metrics. Setting these key performance indicators early aligns expectations and objectives, enabling the media buyer to tailor their strategies and proposals to meet the specific needs of the brand.

Defining KPIs beforehand allows for more effective communication and understanding of what the brand aims to achieve through the campaign, whether it be increased brand awareness, lead generation, or conversions. This clarity helps guide the selection of media channels, targeting strategies, and overall campaign execution.

Waiting until after the campaign has launched or during the media buying phase could lead to misalignment between the brand’s expectations and the media strategy being employed. Similarly, establishing KPIs after initial proposal reviews limits the ability to influence proposals meaningfully based on the brand’s specific success criteria. Therefore, setting KPIs prior to the RFP stage is essential for creating a well-structured and targeted media plan.