MMMM Studio
Export plan

Nothing to move: every channel stays at today's $22.6M.

The planner only moves money between channels whose return it can measure, and on this run it cannot measure any of them on its own. So it leaves every channel where it is rather than guess. Each one's reason is under its row in the plan below.

Where the money moves

$0 reallocated · 0% of the budget · total unchanged at $22.6M

WHAT YOU SPENTWHAT THE PLAN SPENDSTV — Broadcast$5.1MSocial — Meta$3.5MTV — Cable$2.8MSearch — Non-brand$2.5MVideo — CTV$2.1MSocial — TikTok $1.9MProgrammatic Display $1.8MSearch — Brand $1.7MOut of Home $1.3M$5.1Mleft alone$3.5Mleft alone$2.8Mleft alone$2.5Mleft alone$2.1Mleft alone$1.9M left alone$1.8M left alone$1.7M left alone$1.3M left aloneFADED RIBBONS ARE CHANNELS THE PLAN REFUSES TO MOVE

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

TV — Broadcast, TV — Cable, Social — Meta, Social — TikTok, Search — Brand, Search — Non-brand, Programmatic Display, Video — CTV, 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
ChannelSpending nowSpend insteadChangeThe moveNext unit buys
TV — Broadcastleft alone$5.1M$5.1M0%
—

When we hid known returns in your spend, the chosen setup could not tell TV — Broadcast's return apart from TV — Cable's: the two were bought so closely together that any split of the credit between them is a guess. We report their combined return instead, and the budget planner will not move TV — Broadcast. You get no separate return and no budget advice for TV — Broadcast. Only a test that changes TV — Broadcast's spend without TV — Cable's can split the two.

The test under TV — Cable tells the two apart.

TV — Cableleft alone$2.8M$2.8M0%
—

When we hid known returns in your spend, the chosen setup could not tell TV — Cable's return apart from TV — Broadcast's: the two were bought so closely together that any split of the credit between them is a guess. We report their combined return instead, and the budget planner will not move TV — Cable. You get no separate return and no budget advice for TV — Cable. Only a test that changes TV — Cable's spend without TV — Broadcast's can split the two.

To tell TV — Broadcast and TV — Cable apart, pause TV — Cable, the one you spend less on, everywhere for 13 weeks, and keep TV — Broadcast running as usual.

Social — Metaleft alone$3.5M$3.5M0%
—

When we hid known returns in your spend, the chosen setup did not find Social — Meta'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 Social — Meta. A test that changes its spend on its own would make it measurable.

The test under Social — TikTok tells the two apart.

Social — TikTokleft alone$1.9M$1.9M0%
—

When we hid known returns in your spend, the chosen setup did not find Social — TikTok'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 Social — TikTok. A test that changes its spend on its own would make it measurable.

To tell Social — Meta and Social — TikTok apart, pause Social — TikTok, the one you spend less on, everywhere for 13 weeks, and keep Social — Meta running as usual.

Search — Brandleft alone$1.7M$1.7M0%
—

When we hid known returns in your spend, the chosen setup did not find Search — Brand'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 Search — Brand. A test that changes its spend on its own would make it measurable.

run this one firstTo tell Search — Brand and Search — Non-brand apart, pause Search — Brand, the one you spend less on, everywhere for 13 weeks, and keep Search — Non-brand running as usual.

Search — Non-brandleft alone$2.5M$2.5M0%
—

When we hid known returns in your spend, the chosen setup did not find Search — Non-brand'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 Search — Non-brand. A test that changes its spend on its own would make it measurable.

The test under Search — Brand tells the two apart.

Programmatic Displayleft alone$1.8M$1.8M0%
—

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.

Video — CTVleft alone$2.1M$2.1M0%
—

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.

Out of Homeleft alone$1.3M$1.3M0%
—

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.