# Media plan — Fintech

The media plan with five columns a regulated financial product needs: which product the line sells, where it may be sold, the reference of the review that cleared its wording, the disclosure that has to travel with it, and what the line counts as a result.

Everything else is the general plan, unchanged. One row per line of spend, budgets as integers in minor units, one currency named per row, and a target column that ships blank because the number is yours.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Write one row per line of spend, and split any line that spans two products or two jurisdictions.
3. Fill in Product, Jurisdiction, Review reference and Disclosure required before anything else, because they decide whether the line can run at all.
4. Write the result definition in the row, and use the same words the reporting uses.
5. Leave Target blank until you have your own approval and funding rates to build it from.
6. Sum Budget (minor units) per currency, never across currencies.
7. Re-read the whole plan whenever a rate, a fee or a term changes.

## The columns

**Channel** (Text). The platform this line runs on, and only one of them. A channel carrying two products carries two rows, because the two will not share a review or a target.

**Campaign** (Text). The campaign name as the ad account will render it, so an export and this plan can be read against each other directly.

**Objective** (Text). The job this line is bought to do: prospecting, retargeting, retention or a launch. One per row, because a line with two objectives is judged on whichever one reads better.

**Audience** (Text). Who the line is aimed at, in terms the platform will accept: a saved audience, an uploaded list, a keyword theme, a placement. Specific enough to be built from the cell.

**Product** (Text). The financial product this line sells: a card, an account, a loan type, a payments rail. The column that sets the review, the disclosure and the definition of a result all at once.

**Jurisdiction** (Text). Where the line may be delivered, in the terms your licence or authorisation uses. A line that may run in one market and not another is two lines, not one with a note.

**Review reference** (Text). The identifier of the review that cleared this line's wording, with the date. A line with no reference is a line whose copy nobody has read against the current terms.

**Disclosure required** (Text). The wording that has to appear with the ad or on the page it lands on, named rather than quoted. The cell is the reminder; the review reference is where the exact words live.

**Result definition** (Text). What this line counts: an application started, an application submitted, an approved application, a funded account. Written here because the four differ by an order of magnitude.

**Flight start** (Date (YYYY-MM-DD)). The first day the line is meant to spend, and never earlier than the date its copy cleared review. ISO order so a sheet sorts it and two people read the same day.

**Flight end** (Date (YYYY-MM-DD)). The last day, inclusive. A line with no end date is a line nobody reviews, and an unreviewed line is the one still carrying last year's wording.

**Budget (minor units)** (Integer). This line's budget in minor units: 150000 stands for 1,500.00. Whole numbers, because decimals drift by a cent per row and a total that is quietly wrong is worse than one that is obviously so.

**Currency** (ISO 4217 code). The code this ad account is billed in, which for a product authorised in one market should be a single code. A column holding two currencies without their codes cannot be added, and a sheet that adds it anyway produces a total nobody should trust.

**Primary metric** (Text). The one figure this line will be marked against. For a regulated product this is usually a cost per funded account or per approved application, and almost never a cost per click.

**Target** (Number). The level this line is held to. Blank in the file on purpose: it needs your own approval rate and your own funding rate before it means anything at all.

**Owner** (Text). The person who answers for the line. This is usually split between the marketer who owns the spend and the person who owns the wording; name one of them in the cell.

**Notes** (Text). What the next person needs: the rate change coming, the review that expires, the market where the product is not yet authorised. Also the place to say plainly that a figure is a guess.

## The media plan

| Channel | Campaign | Objective | Audience | Product | Jurisdiction | Review reference | Disclosure required | Result definition | Flight start | Flight end | Budget (minor units) | Currency | Primary metric | Target | Owner | Notes |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- Every row names one product and one jurisdiction.
- Every row carries a review reference with a date, and none of them has lapsed.
- Every row names the disclosure that travels with it.
- Every result definition is one of the four events, named the same way the reporting names it.
- Every budget is an integer in minor units and every row names its currency.
- Every target traces to your own approval and funding rates, or is blank.
- Anything that is a guess says so, in Notes, in words.