Media Mix Calculator — Media Metrics Calculation & Budget Allocation Models
Core metric calculation formulas, budget allocation frameworks, and per-channel benchmark data used by the media-planner agent when establishing media plans.
subject Agent
media-planner — of Formulaand Benchmark in apply.
core Metrics Calculation Formula
& Metrics
| Metrics |
Formula |
description |
| GRP |
(%) x |
ad |
| TRP |
Target (%) x |
Target subject |
| Reach |
/ Target x 100 |
1 ratio |
| Frequency |
/ |
1 |
| Effective Frequency |
to 3~7 |
Message in |
Metrics
| Metrics |
Formula |
|
| CPM |
ad / x 1,000 |
1,000 |
| CPC |
ad / ric |
ric 1 |
| CTR |
ric / x 100 |
vs ric |
| CPA |
ad / before |
before 1 |
| CPL |
ad / |
1 |
| CPI |
ad / |
1 |
Metrics
| Metrics |
Formula |
|
| ROAS |
ad / ad x 100 |
ad vs (300%+ goal) |
| ROI |
( - ) / x 100 |
|
| LTV:CAC |
/ |
3:1 before |
| Payback Period |
CAC / ARPU |
CAC between () |
Budget allocation Model
Model 1: allocation
| Campaign goal |
(Top) |
(Mid) |
before(Bot) |
|
| **Brand ** |
50% |
30% |
15% |
5% |
| **** |
30% |
35% |
25% |
10% |
| **** |
10% |
20% |
55% |
15% |
| **** |
10% |
15% |
25% |
50% |
Model 2: 70-20-10
|
ratio |
|
| Verification channel |
70% |
and and channel |
| ** channel** |
20% |
channel |
| ** channel** |
10% |
to channel/ st |
Model 3: SOV (Share of Voice)
- SOV > SOM(market) → market (Excess SOV )
- SOV SOM 10%p → between SOM 0.7%p (FMCG )
- Brand goal SOMof 2 SOV
Per-channel Benchmark ( market )
digital ad
| channel |
CPM |
CPC |
CTR |
CPA |
| Google |
- |
₩500~2,000 |
3~8% |
₩10,000~50,000 |
| Google GDN |
₩1,000~3,000 |
₩100~500 |
0.3~1.0% |
₩20,000~80,000 |
| SA |
- |
₩300~3,000 |
5~12% |
₩8,000~40,000 |
| Meta (FB/IG) |
₩3,000~10,000 |
₩200~1,500 |
0.8~2.5% |
₩15,000~60,000 |
| YouTube |
₩2,000~5,000 |
CPV ₩15~50 |
VTR 15~35% |
₩20,000~100,000 |
|
₩2,000~6,000 |
₩150~800 |
0.5~2.0% |
₩15,000~50,000 |
| TikTok |
₩1,500~5,000 |
₩100~600 |
1.0~3.0% |
₩10,000~40,000 |
per CPA
|
CPA |
SNS CPA |
ROAS |
| () |
₩15,000~30,000 |
₩10,000~25,000 |
300~500% |
| SaaS/IT |
₩30,000~80,000 |
₩20,000~60,000 |
200~400% |
|
₩20,000~50,000 |
₩15,000~40,000 |
250~450% |
| F&B |
₩5,000~15,000 |
₩3,000~10,000 |
400~700% |
| / |
₩50,000~150,000 |
₩30,000~100,000 |
150~300% |
Budget when Formula
[] Budget X, between N, goal before Z
Budget = X / (N x 7)
ric = Z / before(%)
= ric / CTR(%)
CPM = Budget / ( / 1,000)
[Verification]
CPM <= CPM? →
CPA x Z <= X? → Budget
ROAS = (Z x AOV) / X x 100 → goal ?
lean allocation Pattern
to ( Campaign)
W1~W2: 40% | W3: 30% | W4: 30%
(when Campaign)
25% etc. allocation
( + Budget)
W1W2: ON 35% | W3: OFF | W4W5: ON 35% | W6: OFF | W7~W8: ON 30%
channel when matrix
| combination |
when and |
|
| + |
to → to before |
Campaign |
| SNS + |
→ SNS ad before |
Brand |
| video + |
videoto → bannerto |
|
| + SNS |
to of → SNSto relationship |
/SaaS |
| OOH + digital |
offline → online before |
O2O |
1---2name: media-mix-calculator3description: Media mix Design when GRP/CPM/CPC/CPA/ROAS etc. core Metrics Calculation Formula, Budget allocation Model, Per-channel Benchmark Extended Skill. ' Metrics Calculation', 'CPM Calculation', 'ROAS Analysis', 'Budget allocation', ' comparison', 'Per-channel Benchmark' etc. of Analysis . , ad Platform whenbetween Optimization of .4---56# Media Mix Calculator — Media Metrics Calculation & Budget Allocation Models78Core metric calculation formulas, budget allocation frameworks, and per-channel benchmark data used by the media-planner agent when establishing media plans.910## subject Agent1112`media-planner` — of Formulaand Benchmark in apply.1314## core Metrics Calculation Formula1516### & Metrics1718| Metrics | Formula | description |19|------|------|------|20| **GRP** | `(%) x ` | ad |21| **TRP** | `Target (%) x ` | Target subject |22| **Reach** | ` / Target x 100` | 1 ratio |23| **Frequency** | ` / ` | 1 |24| **Effective Frequency** | to 3~7 | Message in |2526### Metrics2728| Metrics | Formula | |29|------|------|------|30| **CPM** | `ad / x 1,000` | 1,000 |31| **CPC** | `ad / ric` | ric 1 |32| **CTR** | `ric / x 100` | vs ric |33| **CPA** | `ad / before` | before 1 |34| **CPL** | `ad / ` | 1 |35| **CPI** | `ad / ` | 1 |3637### Metrics3839| Metrics | Formula | |40|------|------|------|41| **ROAS** | `ad / ad x 100` | ad vs (300%+ goal) |42| **ROI** | `( - ) / x 100` | |43| **LTV:CAC** | ` / ` | 3:1 before |44| **Payback Period** | `CAC / ARPU` | CAC between () |4546## Budget allocation Model4748### Model 1: allocation4950| Campaign goal | (Top) | (Mid) | before(Bot) | |51|------------|----------|----------|----------|--------|52| **Brand ** | 50% | 30% | 15% | 5% |53| **** | 30% | 35% | 25% | 10% |54| **** | 10% | 20% | 55% | 15% |55| **** | 10% | 15% | 25% | 50% |5657### Model 2: 70-20-10 5859| | ratio | |60|------|------|------|61| **Verification channel** | 70% | and and channel |62| ** channel** | 20% | channel |63| ** channel** | 10% | to channel/ st |6465### Model 3: SOV (Share of Voice) 6667- SOV > SOM(market) → market (Excess SOV )68- SOV SOM 10%p → between SOM 0.7%p (FMCG )69- Brand goal SOMof 2 SOV 7071## Per-channel Benchmark ( market )7273### digital ad7475| channel | CPM | CPC | CTR | CPA |76|------|---------|---------|---------|---------|77| Google | - | ₩500~2,000 | 3~8% | ₩10,000~50,000 |78| Google GDN | ₩1,000~3,000 | ₩100~500 | 0.3~1.0% | ₩20,000~80,000 |79| SA | - | ₩300~3,000 | 5~12% | ₩8,000~40,000 |80| Meta (FB/IG) | ₩3,000~10,000 | ₩200~1,500 | 0.8~2.5% | ₩15,000~60,000 |81| YouTube | ₩2,000~5,000 | CPV ₩15~50 | VTR 15~35% | ₩20,000~100,000 |82| | ₩2,000~6,000 | ₩150~800 | 0.5~2.0% | ₩15,000~50,000 |83| TikTok | ₩1,500~5,000 | ₩100~600 | 1.0~3.0% | ₩10,000~40,000 |8485### per CPA8687| | CPA | SNS CPA | ROAS |88|------|---------|---------|----------|89| () | ₩15,000~30,000 | ₩10,000~25,000 | 300~500% |90| SaaS/IT | ₩30,000~80,000 | ₩20,000~60,000 | 200~400% |91| | ₩20,000~50,000 | ₩15,000~40,000 | 250~450% |92| F&B | ₩5,000~15,000 | ₩3,000~10,000 | 400~700% |93| / | ₩50,000~150,000 | ₩30,000~100,000 | 150~300% |9495## Budget when Formula9697```98[] Budget X, between N, goal before Z99100 Budget = X / (N x 7)101 ric = Z / before(%)102 = ric / CTR(%)103 CPM = Budget / ( / 1,000)104105[Verification]106 CPM <= CPM? → 107 CPA x Z <= X? → Budget 108ROAS = (Z x AOV) / X x 100 → goal ?109```110111## lean allocation Pattern112113### to ( Campaign)114W1~W2: 40% | W3: 30% | W4: 30%115116### (when Campaign)117 25% etc. allocation118119### ( + Budget)120W1~W2: ON 35% | W3: OFF | W4~W5: ON 35% | W6: OFF | W7~W8: ON 30%121122## channel when matrix123124| combination | when and | |125|------|-----------|----------|126| + | to → to before | Campaign |127| SNS + | → SNS ad before | Brand |128| video + | videoto → bannerto | |129| + SNS | to of → SNSto relationship | /SaaS |130| OOH + digital | offline → online before | O2O |
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