Guide pratique

Media brief checklist (goal → KPIs → channels)

Une checklist courte, faite pour des briefs actionnables et une supervised media execution sans surprises.

Quick response

Copy/paste this checklist into your brief: it aligns business goals, KPIs and execution constraints. Result: fewer back-and-forths, faster go-live, and optimizations based on clear signals.

Definition: what is an effective media brief?

Un media briefeffective brief is a short document that defines the business objective, key KPIs, audience, channels, creatives, and constraints. It enables asupervised media execution mesurable et optimisable — sans “deviner”.

FR-CA :we’re talking here about ansupervised media execution(not “managed”). In English, the common equivalent ismanaged.

Full checklist (copy/paste)

1) Objectif business

What result do we want (sales, leads, visits, awareness)?
What is the “minimal success”?
What is the decision window (short vs long cycle)?

2) KPIs prioritaires (max 3)

KPI principal (ex. CPL, CPA, ROAS, visites)
2 secondary KPIs (e.g. qualified CTR, video completion, effective reach)
Definition of each KPI (source, formula, frequency)

3) Audience & ciblage

Geography (zones, radius, exclusions)
Contextes (contenus, environnements, moments)
Segments (1st/3rd party if applicable) + rules

4) Channels & role per channel

CTV: reach, completion, brand impact
Display : couverture + retargeting (si pertinent)
DOOH: contextual presence + proof of delivery
Mobile: proximity, intent, visits (depending on setup)

5) Creatives & messages

Key messages + variations
Available formats (and missing ones)
Constraints (legal, brand, disclaimers)

6) Mesure & tracking

Pixels / conversions / UTMs (who installs what)
Attribution window (realistic)
Expected dashboard + frequency

7) Budget & pacing

Budget total + phasage (test vs scale)
Dates exactes (start/stop) + blackout
Pacing: steady vs aggressive (and why)

8) Inventory constraints

Listes blanches/noires (si disponibles)
Brand safety requis
Exclusions (categories, apps, content types)

At the end of the brief, we want to be able to answer:

What do we optimize first (KPI #1)?
What do we test, and when?
What is out of scope / prohibited?

Need a quick brief?

We’ll get back to you with a simple recommendation: objectives, KPIs, channels, and execution priorities.