Media Channel Mix Optimization

Vantara Consumer | Q4 2024 | $28M Annual Budget

Incrementality-Adj. ROAS
2.14x
+12.6%
Blended Marginal CPA
$64
+8.3%
Share of Voice (Avg)
24.7%
+3.1%
Weekly Media Spend
$1.12M
Target: $1.15M
Brand Search Lift
+18.3%
from CTV
Attribution Inflation
2.26x
Platform vs. True

Marginal CPA by Spend Decile — Saturation Analysis

Incrementality vs. Platform ROAS

Share of Voice — 12 Week Trend

Creative Fatigue Score

Paid Search 12
Paid Social 28
Display 41
YouTube 19
CTV 8

Cross-Channel Overlap

Search × Social 34%
Social × Display 41%
Search × Display 28%
CTV × YouTube 19%
YouTube × Social 37%

CPM Inflation (90d)

Avg: +14.2% YoY

Channel Performance Summary

Channel Weekly Spend Platform ROAS Incr. ROAS Inflation Marginal CPA SOV Status
Paid Search $380K 6.2x 2.8x 2.21x $58 31.4% Optimal
Paid Social $290K 4.8x 2.1x 2.29x $74 22.1% Near Sat.
Display $140K 3.1x 1.6x 1.94x $91 18.3% Reallocate
CTV $180K — 2.4x — $68 14.8% Scale Up
YouTube $110K 3.8x 2.6x 1.46x $62 9.2% Scale Up
TikTok $20K 5.1x 3.2x 1.59x $54 4.2% Test Scale

Weekly Spend vs. Efficiency

Paid vs. Organic Cannibalization