GT DIGITAL / Gregor Trela
  1. Lab
  2. Experiment 01

Live

Media planning thatshows its working.

A working media strategist: it takes a brief, allocates the budget across channels, estimates net reach and frequency against the real audience universe, then challenges its own plan before a human signs it off.

Open the planner See the model
  • 12 channels modelled
  • 3 strategic scenarios per brief
  • Swiss CPM benchmarks, editable
  • Runs offline — no data leaves the page
The planner

Give it a brief.

Every number below is calculated from the inputs and the cost assumptions in the model section. Change the budget, the market or a CPM and the whole plan moves.

Campaign brief

Pre-filled with an example brief so you can see the output straight away.

Strategic mode

Read for keywords: premium, brand safety, performance, frequency, local, B2B, and exclusions such as “no TikTok” or “no print”.

Agentic Media Strategist
Human approval required

Budget allocation

 

Net reach against budget

Each scenario re-planned from scratch at every budget level.

Weekly spend

 

Evaluation layer

The plan checked against its own thresholds.
Risk

What the agent is missing

Inputs that would change this plan materially.

    Scenario comparison

    Same brief, three strategic modes. The selected mode is highlighted.
    Model and assumptions

    Nothing here is
    a black box.

    These are the planning assumptions the engine runs on. They ship as Swiss market benchmarks; overwrite any of them with your own rate card or post-campaign data and the plan recalculates. Edits stay in this browser.

    Channel assumptions

    CPM in CHF. Reach ceiling is the share of the target this channel can ever touch in one campaign.

    How the numbers are produced

    1. Audience universe

    Market population, cut to the age range with Swiss-style single-year population shares, then narrowed by the selected segment. A target of 25–54 in Switzerland resolves to roughly 3.8m people.

    2. Channel scoring

    Each channel scores on objective fit, reach per franc ceiling / CPM, attention quality and brand safety. The strategic mode changes the exponents, not the channel list, so Efficiency and Impact genuinely disagree.

    3. Allocation

    Budget splits in proportion to score, then the engine drops any channel that cannot clear its minimum viable spend and re-splits. No channel takes more than 40%, and a test reserve is held back.

    4. Reach and frequency

    Per channel, reach = ceiling × (1 − e−build × GRP / ceiling). Channels combine inside a family with a duplication penalty, then across families with random duplication. Frequency is impressions divided by people reached; effective reach at 3+ contacts uses a zero-truncated Poisson contact distribution.

    5. Challenge

    The evaluation layer tests the result against thresholds: concentration (HHI), frequency floors and wear-out ceilings, spend at the efficiency floor, brand-safety index against the brief, and funnel fit against the objective.

    What this is not. The engine is deterministic arithmetic running in your browser, not a language model and not connected to live media data. The benchmarks are planning-grade estimates, good enough to compare options and size a plan, not a substitute for a booked rate card or a reach study.
    Agentic workflow

    Observe. Decide.
    Challenge. Repeat.

    The workflow is built as separable stages rather than one prompt. The highlighted stages are the ones running in this page today; the rest are where live data and models plug in.

    Client brief→ Brief parsing→ Market research→ Strategy→ Budget allocation→ Evaluation→ Human approval

    The point is not to replace the strategist. It is to give the strategist more leverage.

    Back to the Lab What I learned building itExperiment 02, the media agent, and the open questions that come next.

    Contact

    Let’s talk.

    If one of these sounds like you, write to me. A few lines are enough.

    • A leadership roleIn media, marketing or AdTech.
    • AdvisoryA media, investment or growth question that needs an independent, senior view.
    • A partnershipMedia, AdTech and technology companies looking for strategic collaboration.
    • An exchangeAbout where media is going — or about something in the Lab.
    hello@gt-digital.ch LinkedIn Zürich, Switzerland