A concise CEO, CMO and Brand Head view shaped around the Consideration / Video Engagement objective, its approval evidence, strategic options and governance guardrails.
Will the creative and inventory mix create qualified attention and completed views?
Video completion and attention are the approval lens.
ROMI/CAC remains appendix-only unless verified downstream action data is supplied.
Proceed only after frequency, creative, geography and commercial-assumption gates are corrected. A lower pilot or capped-budget plan is the safer approval route.
Proceed only after frequency, creative, geography and commercial-assumption gates are corrected. A lower pilot or capped-budget plan is the safer approval route.
Use the gates below as non-negotiable launch or scale conditions.
Brand risk: repeated exposure with limited creative rotation can create fatigue, weak recall and avoidable waste.
Hold ambition but remove avoidable frequency pressure.
Releases about ₹3.5 Cr for reserve, creative or later scale.
Approve the saved plan only if the stated guardrails are accepted.
Requires 42 additional creative(s) before scale.
Release the plan in a controlled first wave, then scale only on evidence.
Best route when the CEO wants downside protection and the CMO needs learning before scale.
Forecast reach compared with the supplied reach target.
Shows whether incremental reach may flatten into repetition.
Connects creative depth to fatigue, recall and completion quality.
ROMI becomes board-grade only after conversion, value and margin are validated.
Directional pressure check against the planning category benchmark.
Fix creative readiness before this plan is presented for approval.
Add 42 more creative(s), cap frequency near 4.5×, or move ₹3.5 Cr into reserve/creative production.
Move ROMI below the primary goal scorecard. Use the campaign goal metrics as the approval lens.
Collect publisher CPM quotes or signed rate cards before treating reach, impressions and CPM as board-locked numbers.
This gate converts the forecast into an approval decision by testing target fit, budget ambition, creative readiness, commercial validation and governance discipline.
Proceed only after frequency, creative, geography and commercial-assumption gates are corrected. A lower pilot or capped-budget plan is the safer approval route.
CONDITIONAL APPROVAL - DO NOT SCALE AS-ISTarget 17.0 M vs forecast 18.0 M. Budget needed at current efficiency: ₹4.7 Cr.
Current 5 creative(s); recommended minimum 47. Add 42 before scale.
ROMI range is 1.8×–90.0×; do not use it as the headline approval metric.
Observed: Creative readiness, rotation, format or language coverage is below launch quality.
Leadership decision: Campaign-goal rule triggered: Consideration / Video Engagement
Required action: Fix creative readiness before this plan is presented for approval.
Observed: Forecast frequency is 15.46× with 5 creative(s). Recommended creative rotation is at least 47.
Leadership decision: The plan risks creative fatigue and weaker VCR if launched unchanged.
Required action: Add 42 more creative(s), cap frequency near 4.5×, or move ₹3.5 Cr into reserve/creative production.
Observed: Modelled ROMI is 1.8×, but sensitivity ranges from 1.8×–90.0×.
Leadership decision: ROMI/CAC remains appendix-only unless verified downstream action data is supplied.
Required action: Move ROMI below the primary goal scorecard. Use the campaign goal metrics as the approval lens.
Observed: 0 of 5 agreed CPMs were supplied. Forecast CPM is therefore based on benchmark logic.
Leadership decision: This is a commercial validation risk for budget approval.
Required action: Collect publisher CPM quotes or signed rate cards before treating reach, impressions and CPM as board-locked numbers.
Use the frequency-capped plan, add the required creative rotation, and keep saved budget as reserve or creative production money.
These dimensions are directionally usable, but should be actively monitored during planning validation and early delivery.
Use publisher validation and in-flight checkpoints.
These dimensions need attention before the full plan is committed or scaled.
High repetition could create waste and audience fatigue.