From what budget does media buying make sense?

It depends on the medium. Regional radio or press can be bought sensibly from the low hundreds of thousands of crowns; national television needs an order of magnitude more before frequency reaches a level that does anything. If the budget does not fit the chosen medium, we say so before the plan is written.

Who produces the campaign — the spot, the ad, the poster?

Media buying and production are two different companies in the group, and either can be booked on its own. Spots and photography come from OMNIA PRODUCTION, design and ad layout from OMNIA MEDIA. When a client brings finished materials, we check them against each medium’s technical requirements.

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Media strategy and buying

With media, the rate card is only an opening bid. What you pay depends on volume, timing and on knowing what can be negotiated — and that is the part of the work a client cannot see or verify from outside. So every campaign ends with a check: ordered against delivered reach, the log of spots that actually ran, and compensation claimed wherever the media owner missed the plan.

What we deliver

Defining the target group so it can be measured in each medium’s own data
A media mix with the reason each channel is in the plan
Target reach and effective frequency for every campaign phase
Budget phasing that takes seasonal pricing into account
A media plan with estimated GRPs, contacts and cost per thousand
Requests to media owners and sales houses, negotiating price, positions and guarantees
Orders, reservations and coordination of materials against deadlines
Post-buy: plan against reality, with compensation claimed where it was missed

Who delivers it within the group

About the group

This service is led by OMNIA PR. You contract with that company and it invoices you — OMNIA GROUP is a brand umbrella, not an entity you could contract with.

media buying and PROMNIA PRBuys media space and runs communication with the press. Television, radio, print and out-of-home — where price is negotiated and the rate card is only the opening bid.Company being founded

A plan is built on frequency, not on budget

The most common mistake in a media plan is not the wrong channel but a budget spread so thin that the target group sees the message once or twice. Money spent that way creates nothing — reach without frequency is not remembered.

So effective frequency for the given objective comes first, and the number of channels the campaign can afford follows from it. If the answer is that the budget does not stretch to television and out-of-home at once, that is a useful planning result, not a planning failure.

Buying can only be compared in the same units

Media offers arrive in incomparable shapes: television priced per rating point, press per page, out-of-home per site and period. Until they are converted to cost per thousand contacts in the target group, there is no way to say which is better.

We always do that conversion and the client gets to see it. It is also the only defence against our own habits: the medium that was bought last year need not be the best value this year, and without the numbers nobody can tell.

Post-buy is not a formality

What ran regularly differs from what was ordered — a spot airs outside the agreed position, a site is posted three days late, an ad appears in a different section. Without a check nobody finds out, and the campaign gets judged against targets the media owner did not meet.

So verification is in scope from the start: station logs, photographs of posted sites, copies of the issues carrying the ad. Deviations are settled through compensation, not silence — and the compensation is why this work pays for itself.

Where we applied it

Sun Wave Pharma · 2024—2026

Performance and brand across the Czech and Slovak markets

Combining performance campaigns with long-term brand building in two countries.

Frequently asked

From what budget does media buying make sense?: It depends on the medium. Regional radio or press can be bought sensibly from the low hundreds of thousands of crowns; national television needs an order of magnitude more before frequency reaches a level that does anything. If the budget does not fit the chosen medium, we say so before the plan is written.
Who produces the campaign — the spot, the ad, the poster?: Media buying and production are two different companies in the group, and either can be booked on its own. Spots and photography come from OMNIA PRODUCTION, design and ad layout from OMNIA MEDIA. When a client brings finished materials, we check them against each medium’s technical requirements.

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