The $100k launch
Three markets, one launch window, three jobs: bulletins carry reach, place-based carries proximity, and one spectacular line exists for the press moment, not the CPM. Every line below is arithmetic on a cited figure.
| Line | Spend | Output range (arithmetic shown) |
|---|---|---|
| Digital bulletins, 3 markets | $50,000 | At $5-$18 CPM: 50,000 / 18 x 1,000 = 2,777,778 to 50,000 / 5 x 1,000 = 10,000,000 impressions. |
| Place-based pDOOH, launch cities | $30,000 | At the claimed $2-$15 CPM: 30,000 / 15 x 1,000 = 2,000,000 to 30,000 / 2 x 1,000 = 15,000,000, before unpublished fees. |
| Times Square per-play + capture crew | $20,000 | About 20,000 / 40 = 500 plays at the published ~$40/play example; the deliverable is the asset, not the reach. |
Bands: AdQuick 2026, StackAdapt claim, Blindspot Times Square example.
When a spectacular or airport line earns its slot
Only when the audience for the asset is named in advance: press, investors, a launch-event feed. As reach media the premium never washes: about $40/play in Times Square vs a ~$0.52 global median Blindspot 2026is a 77x premium. Airport takes the slot instead when the launch targets travelers or a conference city; it is quote-only, so the line reads "airport package, quote pending" with the zone list attached (airport, spectaculars).
Reach, frequency and phasing
- Claim reach only from audited audience: pull Geopath weekly impressions per contracted unit and sum them Geopath Ongoing; do not model reach percentages the currency does not give you.
- Phase 60/40 across two 4-week blocks: block one buys presence everywhere, block two doubles down where branded search moved (measurement limits).
- Route split: bulletins direct (negotiate: levers), place-based programmatic (fee discipline), spectacular self-serve per-play.
Steps down: $50k plan. Assemble the slide: the deck. Rerun the split in the planner.