Total campaign budget
$
Flight duration
weeks
Budget allocation mode
| Channel (click to rename) | Budget ($) | CPM ($) | Impressions |
|---|
Expected average frequency
How many times the average person sees your ad. Typically 3–5 for awareness campaigns.
×
TOTAL IMPRESSIONS
—
across all channels
EST. UNIQUE REACH
—
at 3× avg frequency
WEEKLY IMPRESSIONS
—
over 4 weeks
AU ADULT POPULATION
—
est. reach % of ~21M AU adults
Budget split
Spend by channel
Impression split
Delivery by channel
Same budget can deliver very different impression volumes depending on channel CPM.
AU benchmarks · 2025
Channel CPM guide
| Display | $6 – $14 |
| Social | $8 – $18 |
| YouTube | $16 – $28 |
| BVOD | $22 – $40 |
| Audio | $12 – $22 |
CPMs shown are indicative open market / programmatic rates. Direct and premium deals will vary. Pre-loaded defaults are AU market midpoints.
Practitioner tips
Multi-channel planning
Reach is not additive across channels
People appear on multiple platforms. Your total unduplicated reach will be lower than the sum of per-channel reach estimates. Use this tool for directional planning, not precise deduplication.
Higher CPM channels aren't always worse value
BVOD at $30 CPM with 95% viewability and completion often outperforms display at $8 CPM with 50% viewability. Optimise for outcome, not volume.
Frequency caps matter per channel
Set frequency caps in each DSP independently. Without caps, programmatic can easily hit 10–15 exposures per person, wasting budget and damaging brand perception.
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