Free tools
Compare a broad buy with a matched-audience buy.
Enter your budget, audience, flight length and a weekly frequency cap. The planner shows what each buy delivers and the budget each needs to reach your audience at that cap.
Audience impressions needed at your cap: 2,040,000
Broad buy
- Total impressions
- 15,625,000
- Reaching your audience
- 1,562,500
- Wasted spend
- $112,500
- Budget needed at your cap
- $163,200
Matched-audience buy
- Budget needed at your cap
- $52,800
- Total impressions
- 2,400,000
- Reaching your audience
- 2,040,000
- Wasted spend
- $7,920
- Budget left for other channels or a longer flight
- $72,200
3.1x more relevant impressions per dollar
Assumptions: The broad buy costs $8 per 1,000 impressions with a 10% audience match rate. The matched-audience buy costs $22 per 1,000 with an 85% match rate. Impressions are delivery estimates, not unique people. Actual matching, delivery and response vary.
How this is calculated
Audience impressions needed = audience size × cap × weeks. Broad buy: total impressions = budget ÷ 8 × 1,000; reaching your audience = total × 10%; wasted spend = budget × 90%; budget needed = audience impressions needed ÷ 10% ÷ 1,000 × 8. Matched buy: budget needed = audience impressions needed ÷ 85% ÷ 1,000 × 22. When the budget covers it, impressions = audience impressions needed ÷ 85% and wasted spend = budget needed × 15%. When it does not, impressions = budget ÷ 22 × 1,000, reaching your audience = impressions × 85% and wasted spend = budget × 15%.
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