How it works

From one brief to a plan.

Four stages, the same ones a good planner works through. You write the brief; Halliard does the rest and shows its working. Free to start.

Want to see a finished one first? Open the sample plan →

Step 1 · The brief

Start from the brief you already have

No forms to fill. Halliard reads what you wrote and anything you attached, then writes it back in plain words so you can check it is what you meant.

  • Write it in your own words, or drop in the RFP
  • The goal, budget, timing and audience, pulled out for you
  • A check that the budget and the dates hang together
  • Or use a past brief to see how it works
client.halliardmedia.com · Brief
In your words
Spring_2027_RFP.pdf
Attached. Halliard reads it when you save.
What you told us
  • Goal
    Known before the first hot week, then booked tune-ups
  • Budget
    $250,000
  • Flight
    Mar 2 – May 31, 2027 · 13 weeks
  • Audience
    Homeowners 35–64, northern suburbs
  • Where
    Dallas–Fort Worth DMA
  • What not to buy
    Late-night TV
The budget and the dates hang together
Step 2 · Audiences

Audiences sized, and placed on the map

Each audience is matched to what a survey panel actually asked, counted one filter at a time, and pinned to where they live.

  • Down to the DMA and the ZIP, named by neighbourhood
  • Sized from real panel answers, not guesses
  • The media each audience consumes, ranked
client.halliardmedia.com · Audiences
Northern suburb homeowners
Homeowners 35–64 · Where: Dallas–Fort Worth, 18 ZIPs
0
people · Halliard panel, 2025
Where they stand out
  • Frisco 75034400+
  • Allen 75013312
  • Prosper 75078288
  • Plano 75024241
What media they consume
Channel or serviceWeeklyIndex
YouTube0%100
Facebook0%100
Local radio0%100
Hulu0%100
Spotify0%100
Peacock0%100

Index against everyone in the area (100 = the same)

Step 3 · Strategy

A plan you can pressure-test

Halliard researches the category, writes each strategy as a role for media, fits channels to it and models what they reach. What happens to reach if you move $50,000 into CTV? Answer it in seconds.

  • The category, the competition and live search demand
  • Each strategy with its own audience, budget and flight
  • Reach and frequency modelled before anything is bought
client.halliardmedia.com · Strategy
Research
  • Search demand in DFW
  • Competitors' ads
  • Reviews and local news
Searches · “ac tune up”
Peaks in June
JFMAMJJASOND
Build fame
Be the name homeowners know before the first hot week
Audience
Adults 25–54 · Dallas DMA
Moment
Before the first 90° day
Flight
Mar 2 – Apr 12
Creative
15s CTV: the tech who shows up on time
Budget
$150,000Enough for fame
Why Halliard suggested this
Search demandCompetitor ads
Prompt action
Turn the first heat wave into booked tune-ups
Audience
In market · 12 ZIPs
Moment
When the AC first struggles
Flight
Apr 13 – May 31
Creative
Social: book a $79 tune-up today
Budget
$100,000
Why Halliard suggested this
ReviewsLocal news
Budget by strategy
Step 4 · The plan

A plan you can read line by line

Channels and properties fitted to each strategy, with budget, impressions, CPM, reach and fit on every line. Change what you want and keep what works.

  • Reach and frequency modelled before any spend
  • Balanced or reach-first, at the flip of a dial
  • Yours to keep, whoever buys it
client.halliardmedia.com · Media plan
Budget
$250,000
Planned
$0
Reach 1+
0%
Avg. freq.
0.0
Base plan · 2 strategies · 8 propertiesBalancedReach
PlanSpendFit
Build fame
Adults 25–54 · Dallas DMA
$0
CTV
$0
Paramount+
$0
86
Pluto TV
$0
80
Tubi
$0
66
Streaming audio
$0
Spotify
$0
84
Pandora
$0
71
Prompt action
In market · 12 ZIPs
$0
Paid social
$0
Instagram
$0
86
Facebook
$0
79
Online video
$0
YouTube
$0
80
Balanced: impressions count by how well each property fits the job.Halliard can buy this for you. Optional.

Optional

Then, if you want it bought

The plan is yours either way. Buy it the way you do today, or hand it to Halliard to buy and keep pacing.

Step 1 · The campaign

The buy drafted, the fee shown

Hand the approved plan to Halliard and it drafts the campaign: the inventory and audiences for each strategy, a creative check on every package, and the fee next to what a freelancer would charge.

  • Creative checked against each package’s specs
  • The fee shown before you approve
  • Going live is approved separately
client.halliardmedia.com · Campaigns
Campaign · Build fame
Mar 2 – May 31 · 13 weeks · Dallas–Fort Worth
Drafting
Halliard is finding the inventory and audiences that suit each strategy
PackageBudgetCreative
Paramount+15s video$42,000 Checking specs
Pluto TV15s video$36,000 Checking specs
Tubi15s video$32,000 Checking specs
Campaign fee$0 freelancer/$0Halliard

A freelance buyer would take about 64 hours at $85/hr to plan, buy, monitor and report on this campaign.

Going live is approved separatelyApprove to go live
Step 2 · Live

Bought, paced and on the record

The campaign goes live on PubMatic and Meta. Every six hours Halliard reads delivery. Bigger changes wait for your approval; small budget adjustments run on their own and are logged.

  • Delivery checked every six hours
  • Bigger budget moves proposed, approved by you, then made
  • Every read, change and approval logged
client.halliardmedia.com · Campaigns
Spring launch · live Checked just now · every 6 hours
LineDelivery vs. planPace
Paramount+98%
Pluto TV101%
Tubi99%
Instagram103%
Facebook72%

Buying has a fee, shown on each campaign before you approve it. See how it is worked out →

Send your first brief to Halliard.

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