Fall recruiting pilot

Parent-directed Girl Scouts of Kentuckiana Grant-funded pilot CTV + online video

Fall recruiting CTV + OLV

Parent-directed video. Recommended starting point $18,000 all in. The number is not locked.

Ad Front-porch landing page Jotform

The parent submits. Not direct-to-Jotform. Not YouTube Kids. Ads speak to adults in the ZIP list Whit supplies. Creative may show children under age 13. The buy and the landing stay parent-facing.

Prepared for Whit Elam · ProofLabs / Avocado Digital · Fall recruiting pilot

Market
Indiana-connected grant ZIPs plus Greater Louisville
Audience
Parents and caregivers. Not children as the buyer.
Objective
A parent visit to the landing page, then a Jotform submit
When
After-school and evening on the household screen and the phone
Recommended start
$18,000 all in. Bookends at $16,000 and $20,000.
Invoice
One consolidated invoice. Setup is inside the number.

The calculator

Move the budget. The mix follows.

Every figure on this page is calculated from the sliders. Setup is a fixed $750 inside the all-in number. Management is 10% of what remains. Net working media is what buys inventory.

All-in budget

$18,000

Recommended starting point. Not locked. Setup is inside this number.

$16,000 / $18,000 / $20,000 are the v3 bookends. Use arrow keys on the slider. Step is $500.

Starting mix

Recommended is Disney 35, YouTube 25, programmatic 25, landing-page amp 10, contingency 5. Dragging a share slider sets Custom.

Share of net working media

Shares always add to 100. Move one and the others scale. Each line stops at 70. Contingency can sit at 0.

More mobile video More CTV

60% open CTV ($2,329) · 40% adult mobile video ($1,552)

CPM view

Midpoint is the planning point. Conservative uses the high end of each band. For programmatic CTV only, Conservative uses $41, the tight-targeting figure discussed on the call. The impression range always uses the low and high of the planning band.

Grant footprint. Planning assumption: 40,000 parent households. The grant is tied to the Indiana-connected portion plus Greater Louisville. ZIP list still needed.

All in $18,000

Recommended start · not locked
All in
$18,000
minus
Setup, inside
$750
equals
Gross media
$17,250
minus
Mgmt @ 10%
$1,725
equals
Net working media
$15,525

Of net working media, $776 is held in contingency. Dollars buying impressions now: $14,749.

Net working
$15,525
Includes $776 held in contingency.
Working impressions
830,000
Range 701,000–996,000. Held contingency buys none of these.
Unduplicated parent reach
40,000
If we added channels: 185,500. After overlap (×0.72): 133,500. Capped at the footprint.
Coverage of footprint
100%
Of 40,000 parent households. This is parents the buy can reach, not children, and not current members.
Blended CPM
$17.76
Midpoint. Uses $14,749 working dollars. Held contingency excluded.
Avg frequency
20.8
Working impressions ÷ unduplicated reach. High because reach is capped at the footprint.

At $18,000 all in, Recommended, midpoint CPMs, net working media is $15,525. The model reaches 40,000 unduplicated parent households, capped at the selected footprint (100% of 40,000) at a blended CPM of $17.76.

How the numbers are built

Plain-English formula

  1. Setup is a fixed $750 inside the all-in number, not on top. Gross media is all-in minus $750. Management is 10% of gross media. Net working media is gross minus management, which is 90% of gross.
  2. A channel’s impressions equal its net dollars divided by CPM, times 1,000. The range uses the low and high of that channel’s CPM band. The point uses the midpoint, or the high end if Conservative is on. Display is rounded to the nearest thousand.
  3. A channel’s unique reach equals its point impressions divided by its frequency assumption. Disney uses 3.5. YouTube uses 4. Programmatic CTV uses 3.5 and adult mobile video uses 4, then those two are added. Landing-page amp unique reach is 0. Contingency is 0 unless the checkbox is on.
  4. Unduplicated parent reach is not the sum. The same parent can see Hulu and YouTube. We take 72% of the sum of channel reaches, then cap that at the selected footprint. Both “if we added channels” and “after overlap” stay on the page. The 72% is a planning assumption, not a platform overlap report.
  5. Blended CPM is working dollars divided by working impressions, times 1,000. Landing-page amp impressions count. Held contingency does not, until the checkbox is on.
  6. Average frequency is working impressions divided by unduplicated reach. This is parents the buy can reach, not children, and not current members.

YouTube’s midpoint is $12.50, the arithmetic midpoint of the $10–15 lock band. Disney’s midpoint is $36, from a $32–$40 planning band. That band sits in the upper half of 2026 published Disney Campaign Manager self-serve rates for ZIP and parenting, above the older $28–$32 lock. Programmatic rates are planning assumptions from 2026 published StackAdapt and programmatic ranges, not booked rates. Open CTV midpoint $30, adult mobile video midpoint $18, landing-page amp midpoint $12. Conservative still uses $41 on the CTV half only, the tight-target rate from the call. Within programmatic, CTV and mobile unique reaches are added before the cross-channel overlap factor.

Delivery

Channel table

Share, dollars, the CPM used for the point, and an impression range from the band. Unique reach is blank of new people where the line is retargeting or still held.

Channel Share Dollars CPM used Est. impressions Unique reach
Disney Campaign Manager — self-serve Premium frequency on the household screen during after-school and evening. $5,434 $36 midpoint · band $32–$40 · 2026 published DCM self-serve 181,000
Range 170,000–194,000
 51,800
YouTube — parent-safe The clickable path from the ad to the front-porch landing page. $3,881 $12.50 midpoint · band $10–$15 · v3 LOCK 310,000
Range 259,000–388,000
 77,600
Programmatic CTV + OLV Incremental open CTV and adult mobile video in the same ZIPs. $3,881 $24 point · CTV $30 / OLV $18 · 2026 published programmatic range 209,000
Range 176,000–259,000
 56,100
Landing-page amp Remind parents who already visited. This is not new reach. $1,553 $12 midpoint · band $10–$16 · planning assumption 129,000
Range 97,000–155,000
 Not new reach
Mid-flight contingency Held so money can move after the first read without a new invoice. $776 Held · buys no impressions until released 0 until released Not new reach
Net working media Setup and management already removed. Held contingency is inside this total and buys nothing until released. $15,525 Blended $17.76 830,000
Working only. Range 701,000–996,000
 Unduplicated 40,000
Not the sum of the rows. After overlap, then capped at the footprint.

Impression estimates round to the nearest thousand, so a column can differ from the total by a rounding step. Unique reach is rounded to the nearest hundred. These are planning estimates. CPMs true up at booking. Programmatic and landing-page amp rates are labeled assumptions. YouTube’s band is from the v3 LOCK. Disney and programmatic bands are 2026 published planning ranges, not booked rates.

Tradeoffs

What this mix does, and what it gives up

What this mix does

Living-room Disney leads. YouTube carries the click. Programmatic fills open CTV. Landing-page amp does not buy new people. Contingency stays in reserve.

What it gives up

Fewer clicks than a YouTube-heavy mix, and less open-CTV volume than the value mix.

Overlap-adjusted reach is above this footprint, so the model treats the pool as covered. Leftover impressions show up as frequency inside those households.

What each line is for

Five lines. No extras.

Dollars below follow the sliders. The roles do not change. We are not adding channels.

A · Living-room co-viewing

Disney Campaign Manager, self-serve

$5,434

Hulu and Disney+ ad tiers. Not a managed or direct IO. Audience is adults 25–54, parenting and family, on Whit’s ZIP list. Purpose is premium frequency on the household screen during after-school and evening.

Tradeoff: highest CPM, weaker click path. Disney Campaign Manager may not advertise to children under 13. Official self-serve minimum is $500 per campaign. ESPN is out. Managed Disney (Programmatic Guaranteed) packages start at $25,000 and are not considered for this plan.

Planning CPM $32–$40, midpoint $36. 2026 published Disney Campaign Manager self-serve range for ZIP and parenting, not a booked rate. Frequency assumption 3.5.

B · Clickable parent reach

YouTube, parent-safe

$3,881

Main YouTube in-stream, plus YouTube on TV screens. Destination URLs work, so this is the path from the ad to the front-porch landing page. Adults 18+ / parental status / 25–54, ZIP geo. Creative may show children under age 13. The buy and the landing stay parent-facing.

Not YouTube Kids. Not Made for Kids. CARU: do not urge girls to ask parents to join. Prefer “enroll your daughter.”

Tradeoff: cheaper than Disney, less “living room only,” still not a kids-app buy. Planning CPM $10–$15, from the v3 LOCK. Frequency assumption 4.

C · Open streaming and phone video

Programmatic CTV + OLV

$3,881

One parent line. Inventory is Tubi, Pluto, Amazon Freevee, and other open CTV, plus adult mobile in-stream. Shared frequency with Disney and YouTube. No child-app networks.

Inner split now: 60% open CTV ($2,329) and 40% adult mobile in-stream ($1,552).

Tradeoff: less premium than Hulu and Disney+, more control. Planning assumption from 2026 published programmatic ranges, not a booked rate. Open CTV $26–$36, midpoint $30. Adult mobile video $16–$22, midpoint $18. The call discussed about $41 CPM for tight targeting. Conservative uses $41 on the CTV half only. Frequency assumption 3.5 CTV / 4 OLV.

D · Not new reach

Landing-page amp

$1,553

Adult retargeting of landing-page visitors only. Purpose is to turn a visit into a Jotform submit. Its impressions count. Its unique-reach contribution is 0.

Never kids lists. Never existing-member lists unless Whit later supplies an exclusion.

Planning CPM assumption $10–$16, midpoint $12.

E · Reserve

Mid-flight contingency

$776

Held, not spent on day one. Purpose is to move money after the first read without rewriting the invoice. Held dollars buy zero impressions until released.

Held. Zero impressions until released. Optional tiny adult Meta video only if we later choose it. Not a default social buy. No TikTok.

What we will not buy
  • YouTube Kids, or Made for Kids inventory.
  • ESPN.
  • A managed Disney Programmatic Guaranteed package. Those start at $25,000 and are not considered for this plan.
  • Child-app networks.
  • Meta or TikTok as a default buy.

Parent-directed

What we can do, and what we will not do

What we can do
  • Buy parent and household audiences: adults 25–54, parental status, parenting and family, Whit’s ZIPs.
  • Show children under age 13 in creative when the buy and the landing stay parent-facing.
  • Speak to the parent. Prefer “enroll your daughter.”
  • Send clickable and QR traffic to a front-porch landing page, then to Jotform. The parent submits.
What we will not do
  • Advertise to children under 13. Disney Campaign Manager does not allow that.
  • Use YouTube Kids or Made for Kids. Those ads are not a click path.
  • Build or buy kids lists, or urge a girl to ask a parent to join.
  • Use existing-member lists unless Whit supplies an exclusion.
  • Drop the parent into a bare Jotform, or route through a kids product.

Phase 0

What we can read on day one

Household match is later, not day one. ProofLabs is the platform and scaffolding for campaign progress and reporting. Whit does not get ad-account logins.

01

Platform impressions

Served impressions and frequency from Disney Campaign Manager, YouTube, and the programmatic seat. CTV without a click is reported as impressions, not as a site visit.

02

UTM and GA4

On clickable and QR paths only. YouTube can carry a destination URL. Living-room lines that cannot click are not asked to produce one.

03

Jotform parent submit

The conversion we will count. The form sits behind the landing page. The parent is the submitter.

04

What Whit sees

ProofLabs holds campaign progress and the reporting Whit sees. Not ad-account logins. Household-level match waits until the ZIP list and a later read, not day one.

Before booking

What we still need from Whit

One consolidated invoice. No dates or URLs are invented here. The ZIP list is what turns the footprint from a planning assumption into the buy.

  1. 1
    ZIP list. The grant geography: Indiana-connected portion plus Greater Louisville. Not the whole 64-county council.
  2. 2
    Landing-page URL and Jotform URL. Parent landing page first. The form sits behind it. We will not invent either URL.
  3. 3
    Invoice entity. Legal name for one consolidated invoice. Setup, management, and media are inside the all-in number.