Distribution
Planning creator content for paid social, CTV and DOOH
If creator content will be used in paid media, name the proposed placements before production. The campaign team can then check the required assets, agreed content usage and reporting scope with the media plan.
Give each placement a clear purpose
Record the audience, message and intended next action for each placement. Confirm which assets are required and how each version will be used.
Check aspect ratio, duration, sound, captions and readability against the selected placement’s requirements. Avoid assuming one file suits every channel.
Confirm the content usage
Ask the team managing the creator agreement to check the planned channels, markets, duration and edits. Confirm permissions for other material in the asset, such as music, where relevant.
If a placement changes, coordinate the agreement and asset changes before distribution. Use the approved campaign agreement to confirm the terms; a planning tool does not replace that agreement.
Build the asset list from current specifications
Get the delivery specifications from the media owner for the selected placements. Keep approved versions labelled by placement so the distribution team can identify the correct files.
| Placement | Questions for the creative brief |
|---|---|
| Paid social | Which aspect ratios, captions, opening frames and calls to action are needed? |
| Connected TV (CTV) | What length, resolution, audio and legibility does the selected placement require? |
| Digital out-of-home (DOOH) | What screen format, viewing distance, copy length and sound assumptions apply? |
Include paid usage in the production brief
Explain the proposed placements to the creator while planning the content. Identify framing, captions or other versions that the media plan requires.
Keep organic posting and paid usage explicit in the scope. Confirm any usage and management charges in the proposal, along with who manages distribution.
Plan how you will compare creative
Check whether each asset makes sense for the intended audience and placement. If a creative test is in scope, record the question, versions and success metric before it starts.
Document the delivery conditions when comparing results. An organic post’s performance does not establish how its paid version will perform.
Report each channel with its definitions
Name the source and definition of each metric. Keep reach figures separate unless the measurement supports a deduplicated total: one person can appear in more than one channel’s figures.
If an optional brand lift study is agreed, state which exposure it measures and how groups are compared. Keep delivery figures and survey findings clearly identified in the report.
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