Nothing to move at this budget: TV — Broadcast is the only channel we can measure.
The planner only moves money between channels whose return it can measure. With one of them and the same total, there is nowhere for the money to go — change the total below to see what more or less on TV — Broadcast would do. Every other channel's reason is under its row in the plan below.
Where the money moves
$0 reallocated · 0% of the budget · total unchanged at $49.0M
If you’d rather not move that much
Push a channel far past anything you have actually spent on it and we are guessing rather than measuring. A tighter cap gives up some of the gain and buys a plan that survives contact with the agency contracts.
Or change the total, not just the shape
100% · $49.0MLeave it at 100% to shuffle the money you already spend. Push it up and the planner will show you where the extra stops paying — it solves against the curves, so it cannot promise a ceiling the data does not reach.
Takes the biggest number on offer and ignores how badly it could go.
No odds to report
A plan that leaves your spend where it is can neither beat what you do today nor lose to it, so there are no odds to show. They come back as soon as the planner has something it can move.
Channels this plan will not touch
Video — CTV, Paid Social, Paid Search, Programmatic Display, Out of Home are pinned at current spend and greyed in the ribbon above.
When we hid known returns in your own spend, the setup we chose could not find these channels' own returns, so the plan leaves them where they are. Each one's reason, in full, is under its row in the plan below.
Nothing here moved, so the cap you set made no difference to this plan.
What you walk into the meeting with
A spend table your finance team can paste, with the odds, the cap and the withheld channels written into the top of the file. The caveats travel with it — they are not an appendix, and they are not something the person who opens it has to remember to ask for.
The plan, channel by channel
last column is revenue per unit of spend| Channel | Spending now | Spend instead | Change | The move | Next unit buys |
|---|---|---|---|---|---|
| TV — Broadcast | $13.7M | $13.7M | 0% | $1.23 | |
| Video — CTVleft alone | $7.7M | $7.7M | 0% | — | |
When we hid known returns in your spend, the chosen setup did not find Video — CTV's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it. You get no return and no budget advice for Video — CTV. A test that changes its spend on its own would make it measurable. To measure Video — CTV on its own, pause it everywhere for 13 weeks. | |||||
| Paid Socialleft alone | $9.5M | $9.5M | 0% | — | |
When we hid known returns in your spend, the chosen setup did not find Paid Social's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it. You get no return and no budget advice for Paid Social. A test that changes its spend on its own would make it measurable. The test under Paid Search tells the two apart. | |||||
| Paid Searchleft alone | $8.3M | $8.3M | 0% | — | |
When we hid known returns in your spend, the chosen setup did not find Paid Search's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it. You get no return and no budget advice for Paid Search. A test that changes its spend on its own would make it measurable. run this one firstTo tell Paid Social and Paid Search apart, pause Paid Search, the one you spend less on, everywhere for 13 weeks, and keep Paid Social running as usual. | |||||
| Programmatic Displayleft alone | $5.6M | $5.6M | 0% | — | |
When we hid known returns in your spend, the chosen setup did not find Programmatic Display's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it. You get no return and no budget advice for Programmatic Display. A test that changes its spend on its own would make it measurable. To measure Programmatic Display on its own, pause it everywhere for 13 weeks. | |||||
| Out of Homeleft alone | $4.2M | $4.2M | 0% | — | |
When we hid known returns in your spend, the chosen setup did not find Out of Home's return reliably, so we do not report a return for it. It still counts toward the total effect of your media, and the budget planner will not move it. You get no return and no budget advice for Out of Home. A test that changes its spend on its own would make it measurable. To measure Out of Home on its own, pause it everywhere for 13 weeks. | |||||