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Digital Budget Estimator And Explainer
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Trying to craft a Digital communication, persuasion, or turnout plan for your race or initiative? Our Digital Budget Estimator And Explainer will help you get it started. Just answer the SEVEN questions below in the BLACK cells, and we'll give you estimates and recommendations that will help you understand your Digital budget's impact.
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QuestionsYour Answers
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1)How big is your "target audience" - folks that you actually want to see your ads because they could end up voting for your candidate or supporting your cause?750000
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2)Compared to the rest of the nation, how expensive is your media market?
Enter .8 for "Very Cheap"
.9 for "Cheap"
1 for "Average"
1.1 for "Expensive"
1.2 for "Very Expensive"
1.0
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Ad Network Choices
We boil down the places on the internet where people see your ads to three basic groups:
a) Facebook+Instagram
b) Google+Youtube+Twitter
(Those five make up the "Big Five" Advertising Networks)
c) Everywhere else on the internet (AKA Programmatic World, which has fancy 1:1 matching software like IP targeting)

We believe the best Digital campaigns provide coverage every place voters go online, which means all three of those groups of networks.

However, we understand that some campaigns don't have the budget to cover everywhere, or don't believe in the efficacy of certain networks. So, you have the option below to choose which places you want your ads to show!
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3)Do you want to reach voters on Facebook and Instagram?

(Just put "Yes" or "No", we can deal with individual network preferences later)
Yes
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4)Do you want your ads to run on Google and Youtube?

(Just put "Yes" or "No", we can deal with individual network preferences later)
Yes
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5)Do you want your ads to run on the rest of the internet, which opens up some networks with fancy targeting options like IP targeting, but which have a lower quality of ad inventory than the big networks? (Just put "Yes" or "No", we can deal with indvidual network preferences later)Yes
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6)Do you have high quality Video B-Roll and Photos, say from a TV video shoot, or will you need part of your Digital Budget to go towards creating these high quality assets?

Put "Have It" if you have stuff already or will have stuff, or put "Need Help" if you need our help to make some quality B-Roll and Photos
Have It
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7)Finally.... What is your total Digital Budget?$25,000
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Thank you for your answers! Given your race, your choices, and your Digital budget....
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High Level Digital Estimates
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#REF!The total number of "Impressions" your budget will buy.

An impression is a single instance of your ad appearing on your audience's screen.
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#REF!This is the maximum "Frequency" of ad impressions we estimate that members of your target audience that spend the most time online will see your ads (Very rough estimate!).

Every member of your target audience will not be served this many impressions - most will be served a fraction of this. The actual number will depend on how often each member of your target audience is online, and how many of the networks we are serving ads on they frequent. However, this is the most we'll allow any single audience member to see an ad, as any additional impression after this number doesn't increase the likelihood they'll vote/support us (See "Saturation" explanation below)
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#REF!The total number of "Digital GRPs" your budget buys. (Gross Rating Points)

When comparing this number to TV GRPs, keep in mind two marketing truths, one that is favorable to Digital and one that is not:

IN FAVOR OF DIGITAL: Digital currently has much more precise targeting methods than TV, which means much less of your budget is wasted on people that aren't in your target audience (See the image on the right). This makes a Digital GRP generally much cheaper than a TV GRP.

NOT IN FAVOR OF DIGITAL: A Digital ad impression is less valuable than a TV ad view, as TV ads are on a big screen, with the sound on, and are more difficult to skip. Digital ads generally are on smaller screens, the sound may or may not be on, and can more easily be skipped.

So, Digital GRPs are cheaper than TV, but it takes more of them to break through to your target audience.

Important Note: Your ads need to be customized for the Digital space to break through to your online audience. Don't make the mistake of running your TV ad online with no Digital customization!
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#REF!This is how many different "Ad Treatments" we recommend you run. We define an "Ad Treatment" as a "A messaging theme that is deployed across all targeted ad platforms". We consider a single 30 second TV ad to be "1" TV Ad Treatment. However,different looking Ad Platforms require different looking ads for optimal effectiveness, so we'll be altering how the ads look on each platform (See the examles on subsequent pages). All the different ad alterations together= "an Ad Treatment".

This number is determined by the "Saturation" level we estimate is optimal on each ad platform. We define "Saturation" as the frequency at which serving another impression to a member of your target audience no longer has a positive effect. Put another way, at Saturation, your audience starts to get annoyed with and ignore your message, which means it's time to create a new message or ad so they pay attention again.
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IMPORTANT NOTE: All of these numbers are estimates. Useful for planning, but the actual numbers will vary when the ads start running.
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The next few pages have detailed breakdowns of how your Digital Budget should be deployed across the three groups of Ad Platforms.
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Facebook And Instagram
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YesYour response to Q4, "Do you want to reach voters on Facebook+Instagram". If you answered "No", all the numbers on this page will be zero.Facebook Native "Carousel" AdFacebook Video Ad
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#REF!Total Amount Your Digital Plan calls for to spend on FacebookSee how it looks in FacebookSee how it looks in Facebook
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#REF!Total Impressions you'll serve on FacebookSee how it looks turned into a Facebook Ads Video
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#REF!Total Facebook GRPs your plan buys
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#REF!Maximum number of times someone from your target audience will see your ads on these platforms
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#REF!Facebook "Native" ads impressions in your plan
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#REF!Facebook "Video" ads impressions in your plan
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Facebook+Instagram Plan Details
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Stats Per Ad Treatment
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Platform+Asset TypeAd Platform Costs Per Ad TreatmentImpressions Per Ad TreatmentEstimated CPM (Cost Per Thousand Impressions)Digital GRPs per Ad TreatmentAd Treatment Target "Saturation" Point
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Facebook Video#REF!#REF!#REF!#REF!#REF!
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Facebook Native#REF!#REF!#REF!#REF!#REF!
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Total Per Ad Tratment#REF!#REF!-#REF!#REF!
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In Total, given your Digital budget calls for this many Facebook+Instagram Ad Treatments ----------->#REF!
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Platform+Asset TypeTotal Costs on FacebookTotal Impressions on FacebookEstimated CPM (Cost Per Thousand Impressions)Total Digital GRPs on FacebookTotal Treatment Target "Saturation" Point
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Facebook Video#REF!#REF!#REF!#REF!#REF!
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Facebook Native#REF!#REF!#REF!#REF!#REF!
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Total Facebook+
Instagram
#REF!#REF!-#REF!#REF!
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Facebook+Instagram (Facebook owns Instagram) offer a combination of high quality ad inventory and unmatched targeting precision that puts these two networks a cut ahead of the others as an option for political advertising. You can upload your voter file straight to Facebook, and then serve ads to folks on the voter file based off of all the data that Facebook users share with the platform (Name, Age, Address, etc.). Ads from Facebook look like organic Facebook posts, which encourages interaction from users, and are difficult to distinguish from posts from Facebook friends or pages users follow. This makes a well-crafted Facebook ad's message more likely to break through than an ad on a random website.

In the wake of the 2016 election, Facebook has become worried about the public's dislike of their willingness to sell their user's data to advertisers. They are desperate to prevent Congress from creating regulations that will hurt Facebook's bottom line, and do not want their executives hauled up to Capitol Hill for another public harange. As such, they require certifications for politial advertising.
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Google and Youtube
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YesYour response to Q4, "Do you want to reach voters on Google, Youtube, and Twitter". If you answered "No", all the numbers on this page will be zero.Google Dynamic AdYoutube Video Ad
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#REF!Total Amount Your Digital Plan calls for to spend on these platformsSee how it looks in Youtube
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#REF!Total Impressions you'll serve on these platforms
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#REF!Total GRPs your plan buys on these platforms
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#REF!Maximum number of times someone from your target audience will see your ads on these platforms
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#REF!Twitter "Native" ad impressions in your plan
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#REF!Twitter+Youtube+Google Video Network "Video" ad impressions in your plan
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Google and Youtube Plan Details
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Per Ad Treatment
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Platform+Asset TypeAd Platform Costs Per Ad TreatmentImpressions Per Ad TreatmentEstimated CPM (Cost Per Thousand Impressions)Digital GRPs per Ad TreatmentTotal Treatment Target "Saturation" Point
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Video#REF!#REF!#REF!#REF!#REF!
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Banner+Native#REF!#REF!#REF!#REF!#REF!
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Total Per Ad Tratment#REF!#REF!-#REF!#REF!
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In Total, given your Digital budget calls for this many Facebook+Instagram Ad Treatments ----------->#REF!
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Platform+Asset TypeTotal Costs On Google,Youtube, TwitterTotal ImpressionsEstimated CPM (Cost Per Thousand Impressions)Total Digital GRPsTotal Target "Saturation" Point
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Video#REF!#REF!#REF!#REF!#REF!
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Banner+Native#REF!#REF!#REF!#REF!#REF!
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Total Google, Youtube, Twitter#REF!#REF!-#REF!#REF!
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Google, Youtube, and Twitter (Google owns Youtube) offer ad spot quality that is similar to or better than Facebook, but they do not offer quite the same targeting abilities as Facebook. This is mainly because advertisers can't upload an unaltered voter list to Google or Twitter and expect it to serve significant ad inventory. Because of this, COMPETE puts them in a different bucket than Facebook+Instagram. Even though they don't shamelessly sell as much of their user's data as Facebook does, their targeting options are still robust. A good digital agency can hone in very close to your audience.

Many campaigns elect not to advertise on these platforms, which COMPETE thinks is a big mistake - some parts of your target audience are only reachable on these platforms, which take up a significant share of the "Where people internet" market, and the ad inventory they offer is excellent.

In the wake of the 2016 election, Google and Twitter were also hauled up in front of Congress for a public dress down, and they fear regulation just as much as Facebook. As such, they require political ad certifications.
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Programmatic Ad Networks
(aka everywhere else on the internet)
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YesYour response to Q5, "Do you want to reach voters on the rest of the internet?". If you answered "No", all the numbers on this page will be zero.Programmatic Banner AdsProgrammatic Video Ad
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#REF!Total Amount Your Digital Plan calls for to spend on these platformsSee how they will look on websites around the internetSee how it will look on websites around the internet
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#REF!Total Impressions you'll serve on these platforms
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#REF!Total GRPs your plan buys on these platforms
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#REF!Maximum number of times someone from your target audience will see your ads on these platforms
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#REF!Programmatic "Banner" ad impressions in your plan
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#REF!Programmatic "Video" ad impressions in your plan
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Programmatic Ad Networks Plan Details
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Per Ad Treatment
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Platform+Asset TypeAd Platform Costs Per Ad TreatmentImpressions Per Ad TreatmentEstimated CPM (Cost Per Thousand Impressions)Digital GRPs per Ad TreatmentAd Treatment Target "Saturation" Point
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Video#REF!#REF!#REF!#REF!#REF!
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Banner#REF!#REF!#REF!#REF!#REF!
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Total Per Ad Tratment#REF!#REF!-#REF!#REF!
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In Total, given your Digital budget calls for this many Facebook+Instagram Ad Treatments ----------->#REF!
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Platform+Asset TypeAd Platform Costs Per Ad TreatmentImpressions Per Ad TreatmentEstimated CPM (Cost Per Thousand Impressions)Digital GRPs per Ad TreatmentTotal Treatment Target "Saturation" Point
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Video#REF!#REF!#REF!#REF!#REF!
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Banner#REF!#REF!#REF!#REF!#REF!
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In Total#REF!#REF!-#REF!#REF!
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When advertisers talk about "1:1 Direct Match based off of IP Targeting and Mobile ID", they are talking about putting your ads on the Programmatic Ad Networks. These are all the websites and ad exchanges that are not affiliated with the "Big Five" ad platforms: Facebook, Instagram, Google, Youtube, and Twitter. They offer a large amount of inventory, but it is lower quality than the Big Five, as their ads are not nearly as natural looking or invasive as ads on the Big Five networks. However, their inventory is generally cheaper than Big Five inventory (especially for banner ads), and they offer sophisticated and precise targeting methods that are a cut ahead of the non-Facebook Big Five targeting options.

Congress and other regulatory entities basically have no idea that these Programmatic Ad Networks exist, let alone how they fuction. Because of this, they have no fear that their ad practices will result in regulation, which gives them the freedom to run political ads without a political ad certification process. They are also able to get away with targeting methods the Big Five are leery of, such as IP targeting based off of address or offline customer data.
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Thank you for reading. Remember that these are general estimates and recommendations. We are happy to discuss your Digital plan with you in more detail. You can reach us at the info below.

Zach Mandelblatt
503-819-6778
Zach@CompeteEverywhere.com
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