Building out multiple versions of a media plan against different budget assumptions and market conditions. If the budget comes in at 70%, what gets cut and in what order? If performance is tracking ahead in Q2, where does incremental investment go? Scenario planning forces those decisions to be made before the situation forces them. Plans that skip scenario planning tend to produce reactive budget decisions when conditions change, which they always do.
Ad tech glossary
Scenario Planning
Technical definition
Development of multiple media plan versions based on different budget levels, market conditions, or performance assumptions.
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