Media Planning & Buying
Media Planning & Buying That Delivers More Than Impressions
At ab+a, we don’t just place media. We plan for momentum and impact.
Because today’s healthcare and education brands aren’t measured by how loud they shout—but by how well they convert. In a market shaped by policy shifts, shrinking budgets, and increasingly personalized experiences, media spend can’t just drive awareness—it has to drive growth.
That’s why we build media strategies that don’t just spend smart—they perform smarter.
Precision Media Strategy for Brands That Can’t Afford to Waste
We believe your media budget should work as hard as you do. Whether you’re trying to grow patient volume, improve member engagement, increase service line awareness, or build lasting trust with a multicultural audience, our media approach is engineered to deliver outcomes, not overages.
We fuse AI-powered targeting with human insight to ensure every impression, every placement, every dollar has a purpose. We start with data, build with story, and optimize with relentless curiosity.
We don’t just monitor metrics. We manage momentum.
What We Offer
Media Strategy & Campaign Architecture
Integrated, omnichannel media planning built on audience intelligence, seasonal demand, and real-world readiness.
Multicultural & Inclusive Media Planning
Media strategies crafted for cultural relevance—not just translation. We work with media partners and platforms that reach diverse audiences with authenticity and precision.
Digital + Programmatic Buying
Targeting that goes beyond age and zip code. We layer health behavior data, psychographics, language preference, and social determinants to drive conversion.
Traditional Media Planning
We don’t toss out TV, radio, or print. We recalibrate them to support awareness and community impact, layered with digital metrics to track ROI.
Search Engine Marketing (SEM)
From high-intent keywords to localized campaigns, we build SEM strategies that deliver measurable volume and cost-per-acquisition efficiency.
Social Media Campaigns
Precision social—from micro-campaigns to full-funnel brand efforts—tailored to where your audiences scroll, search, and share.
Out-of-Home & Transit Media
Billboards. Buses. Retail environments. We place attention-grabbing creative in high-density areas—always aligned to behavioral and geographic targeting.
Media Buying + Negotiation
Our media buyers don’t just execute—they advocate. We negotiate rates, added value, placements, and flighting to stretch your dollar without sacrificing impact.
Media Measurement + Optimization
You’ll know what’s working and what needs to shift. We track impressions, conversions, frequency, saturation, and CAC—reporting with transparency and translating insights into action.
From Placement to Performance: How It Works
We begin by aligning media goals to business goals—whether it’s increasing patient visits, driving enrollments, or improving appointment mix. Our discovery process includes:
- Competitive media landscape analysis
- Audience segmentation and behavior mapping
- Channel and partner evaluation
- Paid/earned/shared/owned media alignment
Then we architect campaigns with deliberate sequencing, creative pairing, and flighting that builds relevance over time. Every campaign includes clear KPIs and optimization triggers.
Because at ab+a, media doesn’t sit off to the side. It’s a central force in your growth engine.
Proof That Smart Media Planning Pays Off
UnitedHealthcare | Medicare AEP
Goal: Drive multicultural enrollment in a compressed window
Strategy: Multichannel campaign with targeted paid social, paid search, community radio, and WhatsApp explainers
77% lift in call volume
220% growth in applications
2x lift in Hispanic/Latino engagement
Client: Nicklaus Children’s Health System
Goal: Boost brand visibility and drive pediatric appointments
Strategy: TV, streaming, OTT, search, and social layered with physician storytelling
85% increase in organic search traffic
40% lift in time-on-site
+30% in branded appointment conversions
Why ab+a?
You need a media partner who doesn’t just execute plans—they challenge assumptions. Who’s as fluent in spreadsheets as they are in storytelling. Who sees media not as a line item, but as a growth lever.
That’s where we come in.
We bring together strategists, media planners, data analysts, and creatives to deliver full-spectrum campaigns that flex with your needs and evolve with your audiences. With ab+a, you’ll get:
- A media partner who plays both offense and defense
- Transparency on where your dollars are going—and what they’re doing
- Agile testing and optimization that makes performance better each month
- The ability to speak to diverse audiences with relevance and respect
- A strategy that connects media to outcomes—every time
Ready to Turn Spend Into Performance?
Let’s build a media strategy that performs under pressure and delivers results that move the needle.