Media Mix Calculator

---
name: media-mix-calculator
description: "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 ."
---

# 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)
W1~W2: ON 35% | W3: OFF | W4~W5: 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 |