How we plan and allocate media for US campaigns — search, social, CTV, podcast/audio, OOH and retail media — across a large, fragmented market.
The US is a large, fragmented market with deep digital inventory and the most developed connected-TV ecosystem in the world. That creates opportunity and a trap: it is easy to spread budget thin across too many channels and measure none of them well.
This is the framework CMB Amplify uses to allocate a US campaign budget. It is a starting point, not a template — the right mix depends on the objective, the offer, the category and the target states.
Awareness, consideration and direct response need different mixes. We size each channel against the job it does. A direct-response brief over-weighted to CTV will underperform; an awareness brief running only on Search will stall.
Google Search and retail media (Amazon Ads, Walmart Connect, marketplace networks) capture existing intent. For considered purchases and CPG these are usually the efficient core of the mix.
Connected TV (Roku, Hulu, YouTube TV, Amazon, Disney+) offers targetable, measurable video at scale. For US awareness it is typically the backbone of the plan, not a test line.
US podcast and streaming audio reach high-value audiences with host-read trust that display cannot match. We plan audio deliberately, with promo codes and vanity URLs for attribution.
Out-of-home and digital OOH work hardest in dense DMAs and transit corridors. DOOH allows day-parting and programmatic buying tied to triggers (weather, sports, inventory).
A flat national plan overpays in high-cost coastal DMAs. We weight budget to the states and metros that actually matter to the business, and exclude where it does not.
Illustrative starting allocations by objective for a mid-market US advertiser. Always tuned to the specific brief.
| Channel | Awareness | Consideration | Direct response |
|---|---|---|---|
| Search & retail media | 10% | 30% | 45% |
| Paid social | 15% | 25% | 30% |
| Connected TV | 35% | 20% | 5% |
| Podcast & audio | 20% | 10% | 5% |
| OOH / DOOH | 20% | 10% | 5% |
| Email / owned | 0% | 5% | 10% |
Allocations above are illustrative starting points to show how weighting shifts with objective — not recommendations for any specific business.
Channel mix should be set against your category, margins, sales cycle and creative readiness. CMB Amplify builds the actual plan from your brief and measures against agreed KPIs.
Your cookie preferences for CM Beyer North America are stored in localStorage on this device only. They are handled in accordance with the CCPA/CPRA and other applicable US state privacy laws. See our Cookie Policy for full detail or visit the FTC for regulatory information.
Required for the website to function. These cookies handle session management, authentication, and security. Cannot be disabled.
Help us understand how visitors use the website. Data is aggregated and anonymous. Used to improve content and performance.
Remember your settings such as cookie consent, region selection, and display options. Without these you may need to re-enter preferences on each visit.
Used to deliver relevant content and measure effectiveness of communications. We do not currently use third-party advertising cookies.
Your preferences are stored locally on your device.Bea can make mistakes — for anything important, talk to the team. Replies are generated by our AI provider (Anthropic) — please don’t enter sensitive personal data. Privacy.
