Field notes
When offline lines belong on the board
Radio, out-of-home, and print still appear in many Thailand media plans. Whether they sit on the same spend board as digital depends on who owns the conversation.
If the same buying lead must defend total paid media to a brand director, offline lines belong on the board—even if the numbers arrive from a media agency invoice rather than an ad account export. Mark the source clearly so digital traders do not treat invoice timing as pacing failure.
If offline is owned by a separate team with its own monthly review, keep it off the weekly digital briefing. Mixing calendars creates false urgency: a print insertion booked months ahead should not look like a digital overspend on Tuesday.
When we map channel mix for quarterly planning, we usually include offline as one rollup and note the booking lag. When we run weekly digital briefings, we leave offline out unless the client explicitly wants a total-paid view.