1. The Campaign headlines
This should include the date and version of the schedule, the name of the media agency, client and campaign, and the start and end date of the campaign. It should also include the total campaign budget.
2. The Media Owner and Channel
Each advertising placement should specify the media owner, and which channel the advert will appear in. Note, that this can include multiple channels and some media owners may own multiple channels.
3. Detailed ad placement including audience and geographic coverage
This section should include the detail of each advertising placement including the target audience and the geographic coverage. For each ad that is in a different format (say a 15s, 30s or 60s TV or a full page vs half page print or digital ad, each placement should be listed separately. Geography should specify whether national, regional or focussed on specific cities or districts. Where abbreviations are used, the media agency should provide a separate key to understand what each abbreviation means to the client.
4. Formats and specifications
With each advertising placement listed separately, the specifications for each, be that time or height and width dimensions, should be noted for reference.
5. Objectives and measurement
These should reiterate the objective for the ad and how it will be measured. For example, is the objective reach, in which case it might be measured on a CPM or Cost Per Thousands basis for example. Or is the objective conversions, in which case it might measured on a CPC or Cost Per Click basis.
Covers the spend per placement.
Should include the start and end date of each placement, when it will be measured and reported and a schedule so the client can clearly see when the ad will appear. This is usually done on a a weekly basis.
For some channels like TV and digital, there are opportunities to capture data about how ads are performing in relatively real time. It would be part of the media agency role to track and monitor performance on such data where it is available and adjust to optimise. If a particular TV show is not delivering the promised ratings or a particular website the promised visitor numbers, the media agency should be able to negotiate a move or a readjustment so that you get the reach that you paid for.