Buying ads

1. MOLTOK 1
Leesa Mattresses for Millennials in Kansas City & Los Angeles
Introduction
Target’s Psychographic Summary
• Typically buying a mattress for the first time.
• Prefers to buy large size beds.
• Replaces mattresses more often than others.
• Enjoys sleep technology
• Usually need help while shopping for mattresses.
Target’s Demographic Summary
• Gender: Female
• Age Range: 24-39 years
• HH Income: $70,000 - $120,000
Target’s Geographic Location
• Kansas City, MO
• Los Angeles, CA
The client Leesa, is an online mattress company that delivers mattresses to your
doorstep in a box. Their budget for the media placements is between $100,000-
$110,000. This media plan is to suggest 3 media vehicles with which Leesa can use to
reach millennials in the Kansas City, MO, and Los Angeles, CA area. I have
recommended Spotify, Google, and Television to carry these ads.

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Media Plan for Leesa
Prepared by Uhoman Moltok
4/10/2021
Media Buy Overview
Media Vehicle Total Cost CPM
Spotify
Chores $ 5,000 $ 45.45
Driving $ 5,000 $ 27.78
Workout $ 1,000 $ 31.25
All Spotify Totals/AVG $ 11,000 $ 34.83
TV
Family Feud Total/AVG $ 40,824 $ 12.17
90 Day Fiancé Total/AVG $ 12,296 $ 33.09
All TV Totals/AVG $ 53,120 $ 22.63
Google Ads
Google Totals/Avg $ 44,653 $ 810.67
TOTAL/ AVERAGES $ 108,773 $ 289.38
Target Audience: Millennials in Kansas City and Los Angeles
• Psychographic Elements of Millennials
A lot of millennials shopping for a mattress are probably doing so for the first time (Mini
Field Guide…). So, in most cases, they need help while shopping for mattresses in order
to make informed decisions. 50% of them prefer to shop in brick and mortar stores while
43% prefer to shop online.
Millennials tend to replace mattresses every 5.3 years and 74% of them buy new bed
accessories with new mattresses. They are interested in sleep technology and 44% of

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them are likely to purchase it. 72% of millennials sleep with a partner or pet and so they
are more likely to buy big beds, in most cases nothing smaller than a queen-sized bed.
60% of millennials are side sleepers and 32% of them want hypoallergenic mattresses.
The women in this category are actively looking for options that prevent back pain. 21 %
want a mattress with a firm edge and 15% of them can be sold a bed frame. 11% of
millennials will include pillows in their mattress purchase. 17% of this group look for
adjustable bed frames and even though 80% of them think that sleep is important, only
45% of them actually get to sleep more than 7 hours a night.
Given their younger bodies and their ability to recover quicker than older age groups,
they do not work hard enough to change bad sleeping habits that they may have.
However, 43% of them believe that a good night’s sleep is the most important thing for
their well-being and since they cannot stay young forever, millennials need mattresses
that can age much better than them.
Millennials are interested in knowing the qualities of a mattress like its comfort, firmness,
odorless, stainless and temperature control (Better Sleep Council, 2018), and most of
them are very much interested in free deliveries, sales, discounts, and promotions. They
often find the information to back up their purchase online, through customer reviews,
mattress websites, word of mouth and online only retailer websites. Those that end up
being satisfied with their purchases usually use 4 touchpoints for information. 40% of
them prefer to have their mattresses delivered in a box while 37% of them prefer to bring
it home themselves.

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Lastly, or a generation that often feels anticipation, joy, and optimism, it is also important
to show that your brand is trustworthy in order to gain their trust and boost their interest
in buying mattresses and bed accessories from Leesa.
• Demographic Elements of Millennials
Gender – Out of a total of 602 millennials, 66% are female making females the ideal
target audience for Leesa.
Age Range – Millennials range from 18-39 but those from 24-39 years of age are usually
the ones interested in buying mattresses and so they are the best target.
HH Income – Household income is the combined earnings in a household and out of 602
millennials, 51% of them earn less than $50,000, 33% earn between $50,000-$99,000 and
16% of them earn more than $100,000 (Better Sleep Council, 2018) The most expensive
Leesa product is the Leesa Legend mattress for $1549 and so the best HH income to
target is those who earn about $70,000 - $120,000 in a year.
• Geographic Target: Kansas City & Los Angeles
In Kansas City, Missouri, millennials have 3 partnering stores with Leesa where they can
try out Leesa mattresses. These stores include West Elm at the Country Club Plaza,
Pottery Barn at Leawood Town Center Plaza and Macy’s at Oak Park furniture.
West Elm has the Leesa Mattress, Leesa Hybrid Mattress, the Standard Pillow, and the
Hybrid Pillow. This store is open Mondays to Saturdays from 10:00am to 7:00pm and on
Sundays from 12:00pm to 5:00pm.
Macy’s has the Leesa Mattress, Lees Hybrid Mattress, Adjustable Base, Platform Base,
Foundation Base but the site does not feature their opening and closing times.

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Pottery Barn has the Leesa Legend Mattress, Leesa Mattress and Leesa Hybrid Mattress.
Just like Macy’s, the site does not feature their opening and closing times.
In Los Angeles, California, millennials have several options in the heart of Los Angeles
and have several other options like Sit’n Sleep and other branches of West Elm
surrounding central LA. Some options include Macy’s in the Los Angeles Downtown
Plaza and West Elm at Broadway Place.
Opening and closing times for West Elm are not featured but they have the Leesa
Mattress, Leesa Hybrid Mattress, Standard Pillow and Hybrid Pillow. Same goes for
Macy’s except they do not have any pillows and have the Adjustable Base, Platform Base
and Foundation Base instead.
Mattress Industry and Leesa Company Profile
• Mattress Industry
The mattress industry has long been centered around in-store purchases with customers
being bombarded with offers from different salespeople. But with the emergence of the
mattress-in-a-box concept, buyers do not need to worry about deciding on which
salesperson to believe.
The mattress-in-a-box idea is credited to Bill Bradley, a machinist from Johnson City,
Tennessee who created a machine that rolls mattresses to fit into a box. Mattress
companies like Casper and Tuft & Needle were the first to get people talking about the
new invention and as time goes by, more and more people seem to be interested in
buying a mattress online.

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To further encourage people to shop for mattresses online, mattress-in-a-box companies
often offer free shipping and long trial periods. Some trial periods last as long as 100
days which gives buyers an extra 40 days compared to trial periods from walk in stores
like Macy’s. And these companies offer many more deals like sales that serve as an
advantage to their customers.
Mattress-in-a-box has successfully gotten rid of the hassle of deciding which mattress
model works best for customers because most companies have one single mattress that
suits everyone and is especially comfortable for partners who prefer different mattress
types.
Due to mattress-in-a-box companies operating remotely, a problem they face is having
customers try mattresses before purchasing them. Most of the companies have tried to
bridge this problem by teaming up with retailers like Target while some have showrooms
in different locations.
Since most of their prices are fixed, bargaining for a cheaper price is tough but, on the
upside, they offer promotional discounts and sometimes coupons too, especially on
holidays like Labor Day and Black Friday.
Mattresses are wrapped in multiple layers of plastic and delivered in a box. Once the
mattress is removed, the mattress regains the volume that was lost when compressed from
shipment (Farrell, 2021). Usually they take a few hours to expand to full shape but might

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take up to one or two days. Buyers are advised to open mattresses in a well-ventilated
room to get rid of odor that might be present from chemicals used during packaging.
So far, the top-ranking mattress-in-a-box companies include, Casper, Leesa, Tuft &
Needle, Purple and Nectar. Some of them produce their mattresses here in the United
States e.g. Leesa and Purple, while some produce theirs in other places like China, e.g.
Nectar.
• Company Overview and History
Leesa is an online mattress-in-a-box company that launched in 2014 and produces its
mattresses here in the US. They are an eco-friendly company that also happens to be a
certified B corporation which is a business that combines both purpose and profit. Leesa
is committed to doing good and donates a mattress for every ten mattresses that they sell
and ever since the launch of their ‘One Good Bed Promise’, they have donated over
37,000 mattresses to bed less children and families.
Leesa is able to achieve this with the help of partners like Covenant House which is a
privately funded agency that provides food and shelter to the homeless. Another partner
is the Los Angeles LGBT Center which provides social amenities like health and housing
for lesbians, gays, bisexuals, and transgenders.
The Green Chair Project is one of their many other partners and their focus is giving
donated furnishings to homeless people. Just like Leesa, all these partners are interested
in giving back to the community.
The company sells 4 different types of mattresses with bed bases and bed accessories like
pillows and sheets. The concepts for these products all start from the Co-founder and
Chief Product Officer, Jamie Damionstein’s notebook. He builds the concept around

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customer needs before moving on to prototyping which involves everyone at the
company. They test prototypes until they are all comfortable with sleeping on them.
The next process is research and testing where things like durability and industry
standard measurements are tested. The last step is to build and all Leesa mattresses are
made here in the United States. These mattresses are made to order and compressed for
delivery about a week after the order is placed. Products are delivered within 3-6 business
days, but due to Covid-19 restrictions, delivery can now take close to 2 weeks. To show
how dedicated Leesa is to customer satisfaction, most processes are overlooked by Jamie
himself.
Leesa competitors include Casper, Tuft & Needle, Purple and so on.
• Products
Leesa sells mattresses, bed accessories and bases for beds. They have 4 types of
mattresses which are the Original Leesa mattress, the Leesa Hybrid, the Leesa Legend,
and their new mattress named Studio by Leesa (Chen & Redman, 2021). The Leesa
Original has a top layer of breathable foam, memory foam and signature core support
while the Leesa Hybrid is a mixture of foam and springs with a breathable soft cover. The
Leesa Legend which is their most expensive mattress is made of organic cotton and
merino wool, recycled materials like water bottles and a hypoallergenic cover while the
new Studio Mattress which is their cheapest mattress, has responsive memory foam,
pressure relieving support and is affordable.
Leesa bed accessories include their premium foam pillow, Leesa mattress protector,
duvet cover and sham set, mattress topper, hybrid pillow, sheet set, duvet insert/comforter

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and the Leesa seat cushion. These accessories come in different sizes depending on the
kind of bed you are getting them for and Leesa provides a detailed description of them for
customers to make informed decisions with.
There are 4 different types of Leesa bases, and they are the platform bed which is a
regular wooden base coated with a cloth and has wooden legs. The adjustable base can
change position and fits the targets preference for sleep technology. They also have a
foundation base that looks like the platform bed except it does not have legs. The last
Leesa base is called the bed frame and is made with steel.
Leesa also offers bundles which is a set of products sold together. They have the
preferred bundle which consists of a Leesa Original or Hybrid Mattress, a platform bed,
and a mattress protector. The luxury bundle consists of the Leesa Hybrid or Legend, and
adjustable base and a mattress protector. And the accessory bundle, which is the cheapest,
consists of the premium foam pillow, a set of sheets and a duvet cover and insert.
• Price
Leesa’s most expensive product is the Leesa Legend Mattress which goes for $1549 for a
twin-size bed alone. Their cheapest products are the standard size premium foam pillow
and seat cushion which cost $79 and their cheapest base is the Leesa bed frame which
costs $129 for the twin size while the most expensive frame is the Leesa adjustable base
for $1249.
I visited different sites of Leesa’s competitors to compare prices. Both Casper and Leesa
have similar prices but, Casper has a much cheaper mattress option with their cheapest
bed going for $356 which is about $150 less than the cheapest mattress that Leesa has.
Compared to Purple, Leesa is cheaper and has much more discounts.

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However, Nectar, Brooklyn Bedding and Tuft and Needle are all cheaper than Leesa and
Nectar even offers a forever warranty and one entire year for their trail period. In general,
Leesa’s prices vary from cheap to expensive but the advantage of buying from them is
that their discounts usually bring their prices down by a lot.
• Place
Leesa is a direct-to-consumer company and so their website is the primary place to buy
their products. Since they do not have retail stores, they have partners where customers
can find their products on display.
This gives customers the option of
seeing and trying their mattresses
before deciding to buy them.
Leesa in-store partners include
West Elm, Macy’s, Pottery Barn and Sit’nSleep. They have stores all over the United
States but very few around the mid-west. So, buyers have the option of testing mattresses
at partnering stores near them, before buying them online.
All partnering stores offer at least one Leesa mattress on display and a few bedding
accessories and bases. Customers can simply check on the Leesa website to see which
store has their desired product before driving down to check them out.
Why Millennials are the Perfect Target for Leesa
• Majority of millennials prefer to shop in brick and mortar stores and even though Leesa is
primarily an online mattress store the company has partnerships with retail stores incase
buyers decide to test Leesa Mattresses before buying them online and this matches the
target properly.

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• Millennials want to have an informed buyer that can explain to them what they are
actually buying and the benefits of it. Majority of them, seek information from the store’s
website and Leesa happens to have a very detailed site that shows the different layers that
go into their mattress and features information on the importance of getting particular
kinds of mattresses.
• Even though some millennials are willing to pick up mattresses and deliver them to their
homes themselves, Leesa offers free delivery. Aside from this, millennials also enjoy
promotional discounts because even though they tend to have averagely good HH
income, they like saving money. Leesa offer several discounts including 100 days trial
period and a 10-year warranty.
• A large number of millennials sleep with a partner or a pet and so they usually aim for
nothing less than queen size beds with firm edges that can suite partners who may have
different mattress preferences. Leesa’s beds are sort of bland, meaning one mattress can
work for people with different bed preferences and they have firm edges to restrict people
from falling off corners of their beds.
• Millennials are more open to buying mattresses with accessories like pillows and bed
bases. A few of them are willing to look at adjustable bases and Leesa not only has
accessories but also has bundles that mix products together and make everything cheaper.
• Millennials are interested in hypoallergenic material and Leesa’s Legend Mattress has a
hypoallergenic cover.
Generally, millennials are the perfect target for Leesa because they have affordable beds
and bed products that come with an array of discounts and promotions to choose from.

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They also make purchases seamless and as easy as possible which is beneficial to this
generation that prefers shopping from the comfort of their homes.
Media Plan Recommendations
Spotify Recommendations
Spotify variables that do not change:
o Format & Platforms: I chose to use both audio and video (horizontal) as the
formats. This is because of the moments I decided to work with which are driving,
chores and workout. I picked audio for both driving and workout and video
(horizontal) for chores. My format decision is based on the amount of focus a
moment takes. Driving and workout take more focus than chores, thus the decision to
make them strictly audio based.
The platforms for driving and workout are iOS (iPhone & iPad) and Android
o Target locations: Los Angeles, CA & Kansas City, MO
o Age:24 - 39
o Gender: Females
o Schedule start/end dates: 7th
July 2021 – 6th
August 2021
Spotify Moment Name: Driving
• Rationale: This moment makes sense because while millennials are busy driving,
it is good opportunity to creatively capture their imagination through storytelling.
The media type is Spotify and as the number 1 music platform, millennials are
actively using it to stream and search for new sounds. 64% of millennials do not
believe in labelling people and so they stream different genres of music which

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makes it easy to target them using Spotify (Millennial Streaming Playbook,
2018).
• Time of Day: 11:00am-5:00pm
For this moment, I selected daytime to target millennials while driving to school,
work or going on road trips.
• Budget: $5,000
The Spotify ad interface limit is $25,000 so I decided to use $5,000 towards
targeting millennials while driving.
• Budget delivery likelihood: High area (Likely to be spent)
• Cost per impression (or ad served): $ 0.022
• Estimated impressions (or ads served): 220,000 – 230,000
Estimated impressions means how many times the ad runs.
• Estimated reach: 160,000--180,000
The estimated reach is how many people the ads will reach.
• Estimated lifetime frequency: 1.2--1.4
The estimated lifetime frequency is the number of times each user will be served
the ad in the lifetime of this campaign.
• CPM: $27.78
CPM stands for Cost Per Thousand. When buying ads, we are really buying
people and so the CPM is the cost per thousand people that the ad will reach.

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Screenshot:
Spotify Moment Name: Chores
• Rationale: While doing chores, millennials want to be transported to a less boring
moment and so targeting them through Spotify is ideal.
• Time of day: 5:00pm—12pm
I chose the evening period to target millennials when they are home from work or
school and cleaning or cooking.
• Budget: $5,000
The limit is $25,000 and so I decided to dedicate $5,000 to chores.
• Budget delivery likelihood: High area (Likely to be spent)

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• Cost per impression (or ad served): $ 0.036
• Estimated impressions (or ads served): 130,000—140,000
• Estimated reach: 90,000—110,000
• Estimated lifetime frequency: 1.2—1.6
• CPM: $45.45
• Screenshot:

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Spotify Moment Name: Workout
• Rationale: During workouts, millennials want to feel out of the moment and so
attracting them with music driven messages is important. Spotify has playlists like
‘yoga’ that can fit the mood for Leesa ads.
• Time of day: 6:00am—11:00am
I chose the morning period because millennials enjoy working out in the morning.
• Budget: $1,000
Just like the other moments, the limit is $25,000 and I have decided to use $1,000
because the workout moment does not last as long as the others and I would be
wasting money if I ran ads for a certain target that never gets to see those ads.
• Budget delivery likelihood: High area (Likely to be spent)
• Cost per impression (or ad served): $0.022
• Estimated impressions (or ads served): 45,000—46,000
• Estimated reach: 28,000—32,000
• Estimated lifetime frequency: 1.4—1.6
• CPM: $31.35
• Screenshot:

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TV Recommendations
Family Feud
• Reason:
I chose Family Feud because it is a family show that lasts for 30 minutes and
allows 8 minutes of advertising. It is one of millennials favorite show to watch
and has ranked number 1 syndication network program since the week of 22nd
March 2021 (Nielsen Top 10 Ratings).
• Cost per ad:
o Kansas City: $907
o Los Angeles: $9,299
I determined the cost per ad by multiplying the Neilson rating for Family Feud by
the Cost Per Point which is the price of the rating point.
• CPM:
o Kansas City: $ 8.80
o Los Angeles: $ 15.54
Spotify
Placements
Spotify Moment or
Interest or Genre Format Budget Time of Day
Cost per Ad
Served
Est. Ads
Served
Maximum
Estimated
Reach
Maximum
Estimated
Lifetime
Frequency,
Maximum
CPM
(Listeners)
Chores Video (Horizontal) 5,000
$ 5pm-12pm 0.036
$ 140,000 110,000 1.6 45.45
$
Driving Audio 5,000
$ 11am-5pm 0.022
$ 230,000 180,000 1.4 $ 27.78
Workout Audio 1,000
$ 6am-11am 0.022
$ 46,000 32,000 1.6 $ 31.25
All Spotify Totals/AVG 11,000
$ 138,667 $ 34.83

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The Cost Per Thousand people in LA is larger than the CPM in Kansas City.
90 Day Fiancé
• Reason: I chose 90-day Fiancé as my second TV show because millennials enjoy
watching it. It lasts for 85 minutes, which allows ads to run more than once in an
episode.
• Cost per ad:
o Kansas City: $ 124
o Los Angeles: $ 2, 951
The cost per ad is a result of the shows Nielson rating, which was slightly difficult
to find, multiplied by the CPP.
• CPM:
o Kansas City: $ 12.93
o Los Angeles: $ 53.25
The Los Angeles CPM is higher than that of Kansas City.
Television
Placements
Tv Program
Length of
Show in
Minutes Rating
Rating
%
TV HH in
Market
HH
viewing
program #HH
Total
Viewers
(000)
Cost per
point
(CPP)
Cost per
:30 ad
No. of
Insertions Total Cost
CPM
(Viewers)
Family Feud
Kansas City 30 5.4 5.4% 909,420 49,109 2.1 103 168
$ 907
$ 4 3,629
$ 8.80
$
Los Angeles 30 5.4 5.4% 5,276,600 284,936 2.1 598 1,722
$ 9,299
$ 4 37,195
$ 15.54
$
Family Feud Total/AVG 334,045 701 945
$ 5,103
$ 8 40,824
$ 12.17
$
90 Day Fiance
Kansas City 85 0.5 0.5% 909,420 4,547 2.1 10 247
$ 124
$ 4 494
$ 12.93
$
Los Angeles 85 0.5 0.5% 5,276,600 26,383 2.1 55 5,901
$ 2,951
$ 4 11,802
$ 53.25
$
90 Day Fiance Total/AVG 30,930 65 3,074
$ 1,537
$ 8 12,296
$ 33.09
$
All TV Totals/AVG 364,975 766 2,010
$ 3,320
$ 16 53,120
$ 22.63
$

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TV Insertion Worksheet
Length of show in minutes 85 30
Number of ads per show 1 1
Days per week ad runs 1 1
Number of weeks in your campaign 2 4
Total number of TV show days 4 4
Total number of insertions 4 4
Google Keyword Recommendations
• Keyword List:
1. online mattress reviews
2. hypoallergenic beds
3. Leesa mattresses
4. best mattress brand
5. bed in a box
6. adjustable beds
7. beddings
8. bedroom furniture
9. bed frame
10. comforter
11. online mattress stores
12. top 10 mattresses
13. queen size mattress
14. affordable beds
15. memory foam mattress

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• Rationale:
o online mattress reviews/ best mattress brand/ top 10 mattresses
I decided to group these key phrase together because they all point towards the
best mattress companies in the industry and help customers come to a decision.
Millennials use an average of 3 touchpoints for information when buying
mattresses and reviews and ratings is one of the first place, they look for
information.
o hypoallergenic beds/ memory foam mattress/ queen size mattress
I put theses 3 key phrases together because they are all have to do with the type of
mattress. Millennials believe that sleep is important for their health so
hypoallergenic and memory foam mattresses are always an option. They also
often prefer larger beds thus the queen size mattress.
o Leesa mattresses/ bed in a box/ online mattress stores
I put these key phrases together because they all have to do with shopping for
mattresses online. Leesa mattresses obviously has to be a key phrase because of
the company and since millennials typically do not know the specific store that
they will buy from, words like bed in a box and online mattress stores come in
handy.
o beddings/ bedroom furniture/ bed frame/ comforter
I put these key phrases together because they all fall under bedding accessories
and 7 out of 10 millennials buy bedding accessories with their new purchase of a
mattress.
o adjustable beds/ affordable beds

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I put these 2 key phrases together because they are both about beds. Millennials
earn between $50,000-$100,000 dollars annually and so affordable options are
always on the table. They do not know a lot about bed features so adjustable beds
is something they would want to know more about.
• CPC Logic:
Google ads are expensive, in the sense that companies do not pay for ads until they are
clicked on and so most companies bid high so they can be the first on a Search Engine
Results Page (SERP). Google provides the range of prices that companies bid for from
lowest to highest and depending on the importance of a set of key words, the highest
price could be really high or really affordable.
In order to not pass the set budget, I had to make a lot of changes to my CPC by reducing
most of the prices I set them at initially. For those I felt were really important, I set a
higher price than those that I felt were not as important.
• Key phrase Cost Range:
The most expensive key phrase was ‘Leesa mattresses’ and it cost $9.6-$27.95the least
expensive was ‘comforters’ and it cost $0.54-$1.85 both ranging from the top of page low
range bid to the top of page high range bid. I think Leesa is the most expensive because it
has the word Leesa which is the company name and Leesa would not want anyone else to
be at the top of a SERP for a keyword that describes them exactly. It’s googling apple
juice and finding orange images at the top of the page.

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I bought more of the more expensive because the expensive key phrases clearly
highlighted words that could easily be associated with the things that millennials would
want from Leesa e.g. hypoallergenic beds.

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Strategy Thoughts
• Budget & Media
Spotify, Television and Google ads are all effective when it comes to relaying a message
during the right Time, Place and Circumstance. All the ads are worth it, but some are
definitely more effective than others. I decided to base more emphasis on the TV ads
because it gives one the opportunity to deliver messages to the right audience in the best
TPC. I chose to air the ads during Family Feud and 90 Day Fiancé which are top shows
for the target audience.
The next best would be Google ads because it allows your customers to come to you and
so you know exactly what they want and what they are looking for in the moment.
Google Ads: Keyword-Based Search Ads
Keywords/ Keyphrases
Cost per
Click
(CPC)
Total Clicks
per Month
Number
of Months
Total
Clicks Total Cost CPM (CPC)
online mattress reviews 0.10
$ 500 3 1500 150
$ 100
$
hypoallergenic beds 3.50
$ 2000 3 6000 21,000
$ 3,500
$
Leesa mattresses 1.60
$ 3000 3 9000 14,400
$ 1,600
$
best mattress brand 0.50
$ 250 3 750 375
$ 500
$
bed in a box 0.50
$ 1000 3 3000 1,500
$ 500
$
adjustable beds 0.30
$ 100 3 300 90
$ 300
$
beddings 2.80
$ 250 3 750 2,100
$ 2,800
$
bedroom furniture 0.30
$ 100 2 200 60
$ 300
$
bed frame 0.20
$ 20 2 40 8
$ 200
$
comforter 0.30
$ 500 3 1500 450
$ 300
$
online mattress stores 0.56
$ 1000 3 3000 1,680
$ 560
$
top 10 mattresses 0.20
$ 200 2 400 80
$ 200
$
queen size mattress 0.20
$ 900 2 1800 360
$ 200
$
affordable beds 0.60
$ 500 3 1500 900
$ 600
$
memory foam mattress 0.50
$ 1000 3 3000 1,500
$ 500
$
Google Totals/AVG 0.81
$ 11,320
$ 32740 44,653
$ 811
$

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However, Google ads are expensive, and prices are not stable because competitors bid
against each other to be at the top of a page.
I decided not to spend a lot of money on Spotify ads because one can only target
millennials that do not pay for Spotify Premium. But it is still an amazing platform to
advertise because of its audio-visual blend that allows users to both watch and listen to
ads. And what better way to grab a consumer’s attention than with music.
• CPM Analysis
CPM means Cost Per Mille (Thousand). CPM is used to measure cost according to a
thousand people because when buying ads, we are actually buying people and so simply
put, CPM is the price we pay to reach a thousand people.
The media type that offers the best value for my client is TV with a CPM of $22.63 for
both TV shows which makes it the cheapest option that will reach the target audience in
the right TPC. The next would be Spotify with $34.83 and Google ads are the most
expensive with $810.67.

25. MOLTOK 25
WORKS CITED
Chen, J., & Redman, J. (2020). “Leesa Mattress Review: An Honest Assessment.” NYTimes,
https://www.nytimes.com/wirecutter/reviews/leesa-mattress/.
“Mini Field Guide to the Mattress Shopper”, The Better Sleep Council, 2018,
https://www.sleepproducts.org/mini-field-guide/.
“Mattress Shopper’s Buyer’s Journey”, The Better Sleep Council, 2020,
https://www.sleepproducts.org/pdf/ISPA-BuyerJourney.pdf.
“Millennial Streaming Playbook”, Spotify, 2018,
https://ads.spotify.com/en-US/millennials-on-spotify/.
“Nielsen Top 10: Discover What Americans are Watching and Playing”, Nielsen, 2021,
https://www.nielsen.com/us/en/top-ten/.