Lead with the idea, not the channel. Test whether you can plan outcomes first and then pick formats that fit the job.
What does media‑neutral planning emphasize first?
Start with the audience and idea, then choose channels based on objectives
Repeat last year’s plan unchanged
Buy the cheapest CPM by default
Pick a platform first and retrofit the idea
Which statement aligns with channel‑agnostic strategy in 2025?
Rely on siloed, channel‑specific vanity metrics
Cap measurement at last‑click only
Freeze the plan regardless of results
Use cross‑channel outcome KPIs to compare performance and shift budget
How should creative relate to channels under media‑neutral planning?
Keep the core idea consistent and adapt execution to each format
Ignore user experience differences
Let each platform create a different brand promise
Force one 30‑second cut everywhere
What planning shift reflects privacy and identity changes in 2025?
Measuring only clicks
Greater reliance on first‑party data and modeled measurement across platforms
Expanding third‑party cookie retargeting
Skipping measurement to move faster
Which mix practice supports media‑neutral optimisation?
Chase the lowest CPM only
Re‑allocate spend to the next best dollar by marginal return
Split budgets evenly across channels
Set budgets once a year and never change
In cross‑video planning, what helps avoid waste?
Turn off owned channels
No caps so every ad is seen many times
Frequency guardrails across CTV, OLV, and social video
Treat each platform in isolation
Which diagnostic is useful but should not replace outcomes?
Attention or viewability benchmarks alongside sales or qualified leads
Raw impressions as the only metric
Emoji reactions as the outcome
Follower counts as the only KPI
What role do partners and approvals play in media‑neutral planning?
They slow work with no benefit
They replace a brief
They set KPIs after launch only
They align creative, media, and measurement teams on the same objectives and constraints
Which describes video‑neutral planning within a media‑neutral approach?
Select among CTV, OLV, and social video based on reach, overlap, and objectives
Always prefer social first
Always prefer TV first
Ignore overlap entirely
What’s a sensible first step when the plan is channel‑led rather than idea‑led?
Buy more of the original channel
Rewrite the brief to center the problem, audience, and core idea before picking media
Swap creative hourly
Delete all diagnostics
Starter
Refocus briefs on the idea and outcomes before picking channels. Avoid platform‑first habits.
Solid
Good channel‑agnostic instincts. Tighten frequency guardrails and shift budget by marginal return.
Expert!
You plan concept‑first with cross‑channel KPIs and adaptive optimisation. Keep testing format‑fit creative.
