Quarterly Media Plan and Budget Allocation for Mexico

The deliverable is a file your buyer opens on Monday and runs, not a pie chart in a deck. It allocates the quarter week by week: platform, buying route, budget, the date creative rotates, the metric each line is judged on, and the number at which the line is paused rather than optimised. Every line carries a read date fixed before it launches, so nobody argues later about whether it was given enough time. The market conditions that drive the allocation: Meta is still the volume floor here in a way it no longer is in the United States, and CPMs sit low enough to tempt teams into buying reach they have no way to convert. Mercado Libre carries a share of product search that Google Shopping does not touch in this country, and its Product Ads behave like retail media rather than like search: the bid is one lever and listing quality is the other, and a plan that funds the bid without funding the listing wastes both. Open-exchange programmatic in Mexico has a made-for-advertising problem serious enough that we default to inclusion lists rather than exclusion lists, which usually removes more than half of addressable inventory. We will defend that cut. And interest-free installment offers, meses sin intereses, move high-ticket conversion enough that we flight around the banks' promotional calendar rather than around your marketing calendar. The reserve: Fifteen percent of quarterly working media stays unallocated until week five. It is not contingency and it is not for topping up whatever looks good. It is committed in advance to whichever test reads cleanly by week four. Clients dislike this line at signing and keep it in the second quarter. Kill rules: Each line gets a threshold, a read date and a decision written before launch, when nobody is emotionally invested. Miss the threshold on the read date and the line pauses. Not halved, not given another fortnight with fresh creative. Paused, with the money moving into the reserve queue. This is the part of the file that gets ignored in month one and obeyed from month two onward. What we will not do: We do not buy the media. We take no commission and no rebate from any platform, reseller or media owner, and the contract says so. We do not include brand-lift studies as evidence; a three-point lift on a four-hundred-respondent panel is not a number you can allocate against, and the budget is better spent on a geo holdout that answers the same question properly. We will not build a plan whose logic rests on last-click reporting in a market where a large share of closed revenue carries no source at all. And we do not reverse-engineer a plan to fit a number handed down before anyone looked at demand. The wrong engagement if: You need the plan next week. Pulling and reading a year of platform and CRM data takes longer than that, and a plan written without it is guesswork with a template around it. Your working media sits under roughly one hundred thousand dollars a quarter, where a plan of this depth eats a meaningful share of the spend it governs. Or the allocation is already politically settled and what you want is a document that ratifies it. We wrote that document once and will not write it again. Working languages: English and Spanish, plan delivered in both.