What the Masha Planner is
The Masha Planner is a media planning tool for connected TV (CTV) and streaming campaigns. It splits a budget across the publishers available in Brazil and works out, for each one, the allocated spend, the CPM and the estimated impressions.
It is built for agencies and advertisers who need to size a campaign before buying it: how far a budget goes, how it splits across channels, and what impression volume to expect.
How it works
- Choose the campaign market. The planner loads the publishers available there.
- Select the channels you want in the plan.
- Set the total budget and adjust how it splits across publishers.
- Review CPM, spend and estimated impressions, then export the plan.
Publishers and inventory
In Brazil the catalogue covers 6 connected TV, streaming and broadcast publishers. Availability and CPM vary by market, so a plan is always built on the real inventory of the selected one.
CPM by publisher in Brazil
Current rates for the 6 connected TV publishers available in Brazil. CPMs range from 10 to 20 US dollars and are charged per thousand delivered impressions. The planner uses these same prices when it calculates a plan.
| Publisher | CPM | Content |
|---|---|---|
| Claro Sports | $10 USD | deportes, esports, juvenil |
| Pluto | $10 USD | |
| Sony | $10 USD | series, películas, negocios |
| LG | $15 USD | |
| Prime Video Channels | $15 USD | películas, series, deportes |
| Netflix | $20 USD | series, películas, documentales |
Frequently asked questions
What is CPM?
CPM means cost per mille — what it costs to show an ad a thousand times. It is the standard metric for comparing price across publishers. To estimate impressions, divide spend by the CPM and multiply by a thousand.
How much does connected TV advertising cost in Brazil?
It depends on the publisher. Across the inventory available in Brazil, CPMs run from 10 to 20 US dollars. The planner shows each channel's CPM as you build the plan.
Does the planner cost anything?
No. It is publicly available and free, and it needs no signup or account to build and export a plan.
Is there a minimum budget?
Some publishers require a minimum spend before they accept a campaign. When the budget allocated to a channel falls below its minimum, the planner flags it in the plan.
Which markets can I plan for?
The planner covers several markets besides this one. Switching market updates the available publishers, their CPMs and the currency of the plan.