Advertising Planning: Why Q4 Is the Time to Start Your Next Year’s Marketing Strategy
By Positive Communications: Integrated PR and Advertising Agency in the UK
At the start of Q4 we ring-fence time with clients to develop their advertising plans for the following year. Strategic advertising planning not only ensures brands hit the ground running in January by booking their campaigns to run from the start of the year, but also help them make smarter, data-driven marketing decisions based on real life data drawn from the successes (and less successful) outcomes from the current year.
At Positive Communications, we help organisations across the UK develop effective advertising and media strategies which work seamlessly alongside PR campaigns, driving awareness, engagement and maximise coverage – all leading to measurable ROI.
Why You Should Start Advertising Planning Early
The most successful campaigns don’t happen overnight. Ideally, you should begin planning your advertising strategy three to four months before the start of the new year – which makes Q4 the perfect time to get started.
This early start gives you time to:
Review the performance of your past campaigns.
Secure prime media placements before they sell out.
Align advertising with broader marketing and PR goals.
Prepare all collateral in time to make copy deadlines.
Getting ahead means you can make strategic decisions, allocate budget wisely, and avoid the stress and inefficiency of last-minute planning.
Choosing the Right Media Mix for Your Audience
Every brand has a unique audience, and every audience consumes media differently. Whether it’s digital advertising, social media, radio, podcasts, print, or outdoor advertising, choosing the right mix is essential to maximise impact.
The key is understanding where your target market spends their time. Do they scroll social media on their morning commute? Listen to podcasts during workouts? Or browse local UK news sites during lunch? Knowing these habits helps you tailor campaigns that reach your audience at the right moment and in the right mindset.
Measure What Matters: Learning from Previous Campaigns
Data driven advertising is the foundation of effective marketing. Before planning next year’s campaigns, it’s crucial to track and analyse the success of your previous advertising activity.
Look at:
Which channels delivered the best results.
What messaging or creative generated the most engagement.
Where your advertising budget achieved the highest return.
By learning from what’s worked (and what hasn’t), you can make evidence-based decisions about what to repeat, refine, or retire. This insight helps build stronger, more efficient campaigns year after year.
Informed Advertising Drives Real Results
Advertising success isn’t just about being visible, it’s about being relevant and resonant. By combining audience insight, media strategy, and campaign data, brands can create advertising that truly connects. When you know how, where, and why your audience engages, your marketing budget works harder, and your message lands stronger.
Positive Outcomes with Positive Communications
At Positive Communications, we deliver integrated advertising planning, media buying, and campaign monitoring strategies that align perfectly with our PR and communications for clients across the UK and Europe.
Now is the right time of the year to consider your next steps:
Build data-driven advertising plans for the new year
Select the most effective media channels for your audience.
Track, measure and optimise performance across every campaign.