CSO & Business Owner husare Momentum
More channels do not automatically mean more impact. And reach alone does not generate sales. Especially in complex markets, media planning is often thought of in operational terms: Where do we place ads? Which platform performs better? Which KPIs look good?
But this perspective falls short. Smart media planning does not start with the channel, but with the business objective. It combines reach, brand impact and performance into an integrated system. And it ensures that media is not just played out, but strategically orchestrated.
What this means in concrete terms is shown by our current case with Havila Voyages.
Havila was faced with a clear business challenge: more sales via its own channels, measurable within a defined campaign period.
The focus was not only on visibility or engagement, but also on a concrete business impact in the company’s own systems. The decisive question was:
How can we manage reach in such a way that it translates into real sales?
Together, we developed a two-stage DACH campaign with a clear structure and coordinated dramaturgy. We used an orchestrated media mix of CTV, YouTube, DOOH, display, native and inbox ads as well as print.
No isolated measures. No channel silos. Instead, a setup that builds targeted attention, strengthens consideration and activates performance touchpoints.
Flight 1 focused on building reach and brand impact.
Flight 2 specifically strengthened performance impulses and conversion drivers.
The range targets were clearly exceeded in both flights.
CTV achieved exceptionally high completion rates and strong brand lift effects. YouTube, display and native delivered relevant engagement and click signals and strengthened active engagement with the brand.
But media performance alone is not the decisive factor. Havila confirms the business impact in its own systems. During the campaign period, web and customer service sales increased significantly compared to the previous year. The increase in bookings was +46,7 percent compared to the same period last year.
This clearly achieved the central goal of more sales via own channels. The effect also extended beyond the campaign period.
Success is not based on more pressure, but on strategic logic.
Only when these elements work together does visibility become economic impact.
The case shows: Media is not just a playout mechanism. Properly designed, it becomes a strategic lever for direct sales and sustainable growth.
Smart media planning means:
When reach is managed strategically, it becomes a sales engine and this is exactly where Evolution Orange comes in.
Further development is not a campaign moment, but an entrepreneurial process. Those who do not plan media in isolation, but see it as part of a holistic growth logic, create sustainable market movement.
Evolution means questioning structures, systematically increasing impact and continuously developing brands. This is exactly what makes media planning a real growth driver.
If you don’t think about media planning in isolation, but want to use it as a growth driver, now is the right time to talk to us.
Mario is looking forward to exchanging ideas with you.
