Key Responsibilities and Required Skills for a Video Planner

🎯 Role Definition

At the heart of a modern marketing team, the Video Planner is the architect of compelling video advertising strategies. This professional is a hybrid of a data-savvy analyst, a creative thinker, and a shrewd negotiator. They are responsible for understanding client objectives and translating them into actionable, multi-platform video media plans that capture audience attention and drive measurable results. The Video Planner lives and breathes the video landscape, from Connected TV (CTV) and Over-the-Top (OTT) services to YouTube, social media feeds, and programmatic video. They are the go-to expert for how, where, and when to invest in video to build brands and grow businesses.

📈 Career Progression

Typical Career Path

Entry Point From:

Media Coordinator or Assistant Media Planner
Digital Marketing Coordinator
Social Media Coordinator (with a video focus)

Advancement To:

Senior Video Planner or Video Investment Lead
Media Supervisor or Associate Media Director
Programmatic Video Strategist

Lateral Moves:

Content Strategist
Digital Media Strategist (broader focus)
Ad Operations Specialist

Core Responsibilities

Primary Functions

Develop comprehensive, data-driven video media plans across various digital platforms, including CTV/OTT, OLV, YouTube, and social video, to meet specific client objectives and campaign KPIs.
Conduct in-depth audience and market research using tools like Nielsen, Comscore, and Simmons to uncover insights that inform video channel selection and targeting strategies.
Own the entire video planning lifecycle, from initial briefing and strategy formulation to tactical plan development, budget allocation, and flowchart creation.
Collaborate closely with clients and internal account teams to present and defend media recommendations, ensuring buy-in and alignment on strategic direction.
Build and maintain strong relationships with media vendors and partners, staying abreast of the latest offerings, ad formats, and marketplace trends.
Lead negotiation of rates, placements, and added-value opportunities with video partners to maximize campaign efficiency and impact for the client's budget.
Evaluate and recommend new and emerging video platforms, technologies, and ad formats to drive innovation and maintain a competitive edge for clients.
Manage campaign budgets, pacing, and billing reconciliation processes with meticulous attention to detail to ensure financial accuracy and accountability.
Partner with activation and ad-ops teams to ensure seamless campaign setup, trafficking, and launch according to the approved media plan.
Analyze campaign performance data and post-buy reports to derive actionable insights, creating detailed wrap-up reports and optimization recommendations for future initiatives.
Steward video campaigns in-flight, monitoring performance against benchmarks and making strategic optimizations to targeting, creative rotation, or platform allocation.
Craft compelling narratives and presentations that clearly articulate video strategy, performance insights, and the value of media investments to diverse stakeholder audiences.
Serve as the team's subject matter expert on all things video, educating colleagues and clients on the nuances of the video ecosystem.
Oversee the day-to-day work of junior planners or coordinators, providing mentorship, guidance, and quality control on their deliverables.
Maintain a deep understanding of the programmatic video landscape, including DSPs, SSPs, and PMPs, and how they fit into a holistic video strategy.

Secondary Functions

Support new business development by contributing strategic video insights and speculative plans for pitches and prospective client requests.
Contribute to the development of agency-wide best practices, POVs, and thought leadership pieces related to the evolving video and CTV landscape.
Foster collaborative relationships with creative, analytics, and account teams to ensure an integrated approach to campaign development and execution.
Monitor competitive activity and spending within the video space, providing clients with regular updates and strategic countermeasures.
Participate in industry events, webinars, and training sessions to continuously expand knowledge and build a professional network.

Required Skills & Competencies

Hard Skills (Technical)

Media Planning Tools: Proficiency in media planning and research software such as Nielsen, Comscore, Kantar, Simmons, and MRI.
Media Buying Platforms: Hands-on experience or strong familiarity with Demand-Side Platforms (DSPs) like The Trade Desk, DV360, and ad-serving technologies like Campaign Manager 360.
Campaign Management: Expertise in managing digital campaigns within platforms like Google Ads (for YouTube), Facebook Ads Manager, and other social media ad dashboards.
Data Analysis & Reporting: Advanced proficiency in Microsoft Excel (Pivot Tables, VLOOKUPs) for budget management, data analysis, and reporting.
Presentation Software: Skilled in using PowerPoint and Google Slides to build compelling, data-backed narratives and strategic recommendations.

Soft Skills

Strategic Thinking: Ability to see the big picture, understand business objectives, and translate them into effective, long-term video strategies.
Negotiation & Persuasion: Strong negotiation skills to secure optimal rates and placements, coupled with the ability to persuasively present and defend recommendations.
Communication: Excellent written and verbal communication skills, capable of simplifying complex topics for clients and internal teams.
Attention to Detail: Meticulous and organized, with a talent for managing complex campaign details, budgets, and timelines without error.
Analytical Mindset: A natural curiosity and ability to dive into data, identify trends, and extract meaningful insights that drive decision-making.
Adaptability: Thrives in a fast-paced environment and can quickly pivot strategies based on campaign performance or shifts in the marketplace.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree or equivalent professional experience.

Preferred Education:

Bachelor's or Master's Degree in a relevant field.

Relevant Fields of Study:

Marketing
Advertising
Communications
Media Studies
Business Administration

Experience Requirements

Typical Experience Range: 2-5 years of direct experience in media planning, with a significant portion of that time focused on digital video and/or television.

Preferred: Agency-side experience is highly desirable. Experience planning and executing campaigns across CTV/OTT, programmatic video, and major social platforms.