Media planning & buying
Random One Digital plans and buys media across digital and traditional channels in Poland. That includes paid search, paid social, programmatic display, SEO, outdoor, radio, TV, and parcel locker advertising. The plan depends on your audience and geography, not on which channels we happen to prefer.
Request a media plan
Where the plan lands
Channels we plan and buy
Search, social, SEO, programmatic display, outdoor, radio, TV and parcel locker advertising — combined into one allocation instead of separate silos.
Audience, place, action
Planning begins with three questions: who you need to reach, where they are, and what you need them to do. From there we map channels against budget and timeline.
How we workA campaign targeting business owners in Warsaw and Kraków will look different from one targeting nationwide e-commerce buyers. Same agency, same tools, completely different allocation. Getting this wrong at the planning stage is expensive to fix later.
Consumer, business, or a mix. This decides whether social and search carry the campaign or whether trade press and LinkedIn do more of the work.
One city, a region, or the whole country. Geography changes which formats make sense — outdoor and parcel lockers earn their place in local plans, not national ones.
Buy now, request a quote, or remember the brand until later. Each goal pulls the budget toward different channels and different creative formats.
Each channel below does a different job. Some capture demand that already exists, some build it, and some put your message in front of people in a specific place.
Search captures demand that already exists. Someone typing a commercial query is further down the buying path than someone scrolling social media, which usually makes search the highest-intent channel in the mix.
We manage Search, Shopping, remarketing, and Performance Max campaigns, with structure built around your margins and lead values rather than around whatever the platform recommends by default.
Meta remains the broadest reach channel for most Polish consumer campaigns. LinkedIn is where B2B decisions happen, though at a higher cost per lead. TikTok works for specific audiences and demands creative that looks native to the platform.
We plan and buy across all three, and we will tell you when one of them is not worth including for your particular offer.
SEO is the long-term channel. Technical fixes, content, and authority building take months to compound, but the traffic keeps arriving without per-click costs.
Local positioning covers businesses that depend on geographic searches: service companies, clinics, showrooms, multi-location retail. Google Business Profile work, location pages, and review management all feed into it.
Programmatic display and video buying covers a wide range of placements across Polish and international websites. It is useful for reach and for remarketing, and it needs tight targeting to avoid wasting budget on low-quality inventory.
We treat display as a supporting channel rather than a primary one for most campaigns, unless the goal is broad awareness.
See the full range of servicesOutdoor still works, particularly for local and regional campaigns. Billboards, citylight formats, and transit advertising put your message in front of people in specific locations, repeatedly, over a defined period.
It pairs well with digital campaigns when the message is consistent. It performs poorly when the outdoor creative and the digital creative are saying different things.
Billboards
Large-format sites on main routes and building walls, bought by location and by period.
Citylight
Backlit street furniture near shops and transport stops, useful for repeated close-range contact.
Transit
Trams, buses and shelters that carry a message along a route rather than holding it in one spot.
Parcel lockers have become a real advertising surface in Poland, and it is a distinctly local format. The network is geographically distributed, which means placements can be targeted to specific cities, districts, or neighborhoods.
Exposure is high-frequency, because people use lockers regularly. For brands that need repeated local awareness in a defined area, parcel locker advertising often delivers better cost efficiency than equivalent digital reach.
Where it fits
Parcel locker advertising suits retail, delivery-adjacent services, and any brand that needs to stay visible in one city over several weeks. It is less useful when the target audience is scattered nationally and the budget cannot cover enough locations to matter.
Radio and TV are still relevant for campaigns that need mass reach in a short window. Both require production budgets beyond the media spend, so they make sense when the campaign is large enough to justify it.
We plan and buy both, and we handle the creative production that goes with them. For a product launch, a seasonal push, or a regional event, broadcast still reaches people that digital alone will not touch at the same scale.
Before you commit
Budget for the spot and the production as two separate lines. A message that only works on one station or one programme is usually a sign the plan is too narrow.
No channel is universally right. The decision comes down to audience, intent, budget, and how quickly you need results. The comparison below is the one we run with clients before anything is booked.
Channel
Best when
Speed of signal
Typical role
Paid search
Demand already exists and the query is commercial
Days, once tracking is live
Primary for conversion
Paid social
You need reach or interest-based targeting
Days to weeks
Primary for demand creation
SEO and local
Results can wait and geography matters
Months
Compounding foundation
Programmatic display
The goal is reach or remarketing at scale
Days
Support, not lead
Outdoor
A city or region needs repeated presence
Weeks
Local awareness
Parcel lockers
Neighborhood-level repetition is the point
Weeks
Local awareness
Radio and TV
Mass reach inside a short window
Days to weeks
Launch and seasonal pushes
Your budget range, your target geography, your ideal customer, and any constraints on timing or creative. If you have historical campaign data, that helps, even if the results were disappointing.
From there we produce a media plan with channel allocation, expected reach, and the measurement setup that will tell us whether it is working. Expect a first draft within a working week of receiving the brief; larger multi-channel plans take longer because the allocation needs to be checked against real availability.
Budget range
A range is enough to start. We would rather plan to a realistic figure than to a number that has to be cut later.
Geography
Cities, regions or nationwide. This is the single biggest input for outdoor and parcel locker planning.
Ideal customer
Who buys from you, and who does not. A short description of the person you want more of is more useful than a full brand book.
Timing and creative
Launch dates, seasonal peaks, or assets that already exist and cannot change. Tell us early; it changes which channels are realistic.
Paid search and paid social can usually launch within days of receiving tracking access and creative. Outdoor, radio, TV and parcel locker bookings depend on availability at the sites or stations you want, so those need more lead time.
Yes, and it is often the sensible way to begin. Starting with search or social gives you real data about which audiences respond, and that data makes the later decisions about outdoor, broadcast or parcel locker placements much less of a guess.
Our planning work is built around the Polish market. For campaigns that also run abroad, we can coordinate with partner agencies, but the local media buying we do directly is in Poland.
We review the measurement setup before blaming the channel. Often the issue is tracking, creative, or an audience definition that was too broad. If the numbers still do not justify the spend after those checks, we move the budget to channels that are working and say so plainly.
Send us your budget range, target geography and ideal customer. We will come back with a media plan covering channel allocation, expected reach, and the measurement setup that tells us whether it is working.
Studio
ul. Stanisława Przybyszewskiego 91-99, lok. 15, 93-126 Łódź, Poland
Phone
+13044396758
Hours
Monday to Friday, 9:00 AM – 6:00 PM
