Sample Report
Mosaic Reports × Luminary Home & Living

Spring Launch
FY26 Monthly Report

January 15 – February 28, 2026  ·  Prepared by Mosaic Reports

Luminary FY26 Brand Awareness Campaign
Jan 15 – Feb 28, 2026 (45 days)
$412,840
Meta · TikTok · YouTube · CTV · Display · Audio
National US
01

Executive Summary

The Luminary FY26 Spring Launch campaign delivered a strong opening period, reaching 70.3 million impressions and $412K in media spend across six channels in its first 45 days — pacing at 20.5% of annual budget with balanced delivery across Meta, TikTok, YouTube, CTV, Display, and Streaming Audio. February's full deployment was the defining moment of the period: spend grew 167% from January ($112K) to February ($300K), driving a 138% lift in impressions and a 127% increase in clicks as all campaigns reached full scale.

Efficiency benchmarks are tracking strongly across the board: Meta CPC came in at $1.58 versus last year's $6.41, CTV CPM dropped 39% from the FY25 benchmark ($22.61 vs. $36.95), and Streaming Audio CPM is nearly half of the prior year rate ($10.05 vs. $19.57). These gains reflect improved audience targeting, stronger inventory relationships, and a well-structured campaign architecture. CTV maintained a 96.9% video completion rate, and Streaming Audio achieved 91.7% audio completion — both indicating premium, high-quality placements with highly engaged audiences.

On the creative side, "The Perfect Morning" is the dominant awareness driver across Meta, TikTok, and YouTube by spend volume, while short-form performance creatives like "Weekend Ready" and "Home is Everything" are delivering CTRs of 1.2–1.9% — nearly 9× the campaign average — at a fraction of the CPC. On YouTube, "The Perfect Morning" also leads on completion (59.2% VCR), making it the go-to asset for video storytelling objectives.

Looking ahead, the priority is scaling the over-performing engagement creatives while introducing fresh assets to combat frequency build on TikTok (currently 9.1× after 45 days). Streaming Audio presents a compelling efficiency opportunity worth increasing, and the Display retargeting pool should be expanded to reduce oversaturation among the current audience.

02

Campaign Scorecard

$412,840 Total Spend
70.3M Impressions
11.9M Total Reach
123,040 Total Clicks
10.2M Video Completes
2.53M Audio Completes
$5.87 Overall CPM
5.9× Avg. Frequency
Channel CTR (FY26) CTR Bench CPC (FY26) CPC Bench CPM (FY26) CPM Bench VCR/ACR VCR/ACR Bench vs. Benchmark
MMeta Ads 0.21% 0.05% $1.58 $6.41 $3.27 $3.21 3.27% 1.05% ✅
TTikTok Ads 0.22% 0.19% $1.52 $1.57 $3.26 $2.90 0.49% 0.54% ⚠️
YYouTube Ads 0.14% — $4.74 — $6.56 — 29.2% — ✅
CCTV N/A N/A N/A N/A $22.61 $36.95 96.9% 98.6% ✅
DDisplay 0.33% 0.45% $1.50 $2.32 $4.88 $10.39 N/A N/A ⚠️
AStreaming Audio N/A N/A N/A N/A $10.05 $19.57 91.7% N/A ✅
TOTAL / OVERALL 0.175% — $3.36 — $5.87 — — — —

✅ = Meets or exceeds benchmark  ·  ⚠️ = Within 15% of benchmark or mixed signals  ·  🔴 = Below benchmark by >15%
Prior year benchmarks sourced from Luminary FY25 (Jan–Aug 2025). YouTube benchmarks not yet established for this account.

03

Month-Over-Month Performance

January ran with limited days (Jan 15–31 = 17 days). February reflects the first full calendar month of deployment. Volume differences are expected; efficiency metrics are the meaningful comparison.

Metric January (17 days) February (28 days) MoM Change
Total Spend $112,400 $300,440 ▲ +167%
Impressions 20,840,000 49,466,000 ▲ +138%
Clicks 37,600 85,440 ▲ +127%
Video Completes 2,672,000 7,282,000 ▲ +172%
CPM $5.39 $6.07 ▼ +13% higher
CTR 0.181% 0.173% ▼ -4%
CPC $2.99 $3.52 ▼ +18% higher
Post Engagement 1,388,000 3,426,000 ▲ +147%
Reach 5,940,000 9,016,000 ▲ +52%
Audio Completes 238,000 2,483,000 ▲ +943%

Key Takeaway: The MoM volume jumps are proportional to the campaign day difference (17 days vs. 28 days). More meaningful is the moderate CPM and CPC increase in February — consistent with Q1 market dynamics as competitive spend increases. Despite higher costs, all delivery targets are being met and efficiency ratios remain favorable vs. FY25 benchmarks across every channel.

Channel Performance: January vs. February

Channel Jan Spend Feb Spend Jan Impr. Feb Impr. Jan CPM Feb CPM
Meta Ads $28,100 $66,120 9,962,000 18,880,500 $2.82 $3.50
TikTok Ads $22,560 $53,920 7,011,000 16,417,000 $3.22 $3.28
YouTube Ads $11,180 $34,020 1,398,000 5,492,000 $7.99 $6.20
CTV $45,620 $118,200 2,056,000 5,188,000 $22.18 $22.78
Display $1,340 $4,000 226,800 867,200 $5.91 $4.61
Streaming Audio $3,600 $24,180 187,200 2,621,300 $19.23 $9.23
TOTAL $112,400 $300,440 20,841,000 49,466,000 $5.39 $6.07
04

Channel Performance Breakdown

M

Meta Ads

$94,220
28.8M
4.6M
6.24×
59,480
0.21%
Bench: 0.05% ▲
$1.58
Bench: $6.41 ▼ better
$3.27
Bench: $3.21 ≈
3,022,000
943,200
Meta is the top-volume social channel, delivering a 0.21% CTR — 4× the FY25 benchmark — and CPC of $1.58 vs. $6.41 prior year. Facebook drove the majority of link clicks (47,200) while Instagram contributed stronger engagement rates. The Reach campaign objective (71% of Meta spend) is efficiently building brand awareness at $2.68 CPM across the national audience.
Platform Split
PlatformSpendImpressionsCTRCPC
Facebook$56,80013,942,0000.34%$1.19
Instagram$37,42014,900,5000.07%$3.94
Total$94,22028,842,5000.21%$1.58
By Campaign Objective
ObjectiveSpendImpressionsCTRCPM
Awareness – Reach$67,40025,149,0000.04%$2.68
Awareness – Video Views$14,8201,401,0000.54%$10.58
Traffic$12,0002,292,5001.98%$5.24
T

TikTok Ads

$76,480
23.4M
2.7M
9.1×
50,460
0.22%
Bench: 0.19% ▲
$1.52
Bench: $1.57 ▼ better
$3.26
Bench: $2.90 ▲ higher
113,800
0.49%
Bench: 0.54% ▼
TikTok is delivering efficient clicks at $1.52 CPC (below benchmark) but VCR is slightly soft at 0.49% vs. 0.54% FY25 benchmark. The high frequency of 9.1× across 45 days signals audience saturation — a creative rotation or expanded targeting should be evaluated to re-energize completion rates before further frequency build occurs.
By Campaign Objective
ObjectiveSpendImpressionsCTR
Awareness – Reach$54,08017,818,0000.17%
Awareness – Video Views$11,4802,296,0000.26%
Traffic$10,9203,314,0000.42%
Y

YouTube Ads

$45,200
6.9M
1.9M
3.6×
9,540
0.14%
$4.74
$6.56
2,012,800
29.2%
YouTube delivers the highest VCR among social channels (29.2%) and strong engagement rates. The CTV placement within YouTube accounts for 36% of impressions and achieves a 45.8% VCR — 3× the mobile/desktop rate — confirming premium connected TV inventory is where the audience is most engaged with Luminary's video storytelling.
By Placement Type
PlacementSpendImpressionsVCRCPM
Mobile / Desktop / Tablet$27,2003,880,00015.1%$7.01
CTV (Connected TV)$16,1002,490,00045.8%$6.47
Audio Streaming$1,900520,000N/A$3.65
C

CTV (Programmatic)

$163,820
7.2M
2.2M
3.28×
7,022,000
96.9%
Bench: 98.6% ≈
$22.61
Bench: $36.95 ▼ better
CTV is the campaign's largest investment at $163K and is delivering exceptional efficiency — CPM is 39% below FY25 benchmark ($22.61 vs. $36.95), and a 96.9% VCR means virtually every impression is being watched to completion. This channel anchors Luminary's national brand awareness strategy and should remain a cornerstone of the media mix.
Top Creatives (by VCR)
CreativeSpendImpressionsVCR
15s_The Perfect Morning$47,8002,130,00097.1%
15s_Built for Real Life$46,2002,086,00096.9%
30s_Weekend Ready$35,4001,498,00096.8%
30s_Your Space, Elevated$34,4201,530,00096.7%
D

Display Retargeting

$5,340
1,094,000
102,800
10.6×
3,560
0.33%
Bench: 0.45% ▼
$1.50
Bench: $2.32 ▼ better
$4.88
Bench: $10.39 ▼ better
Display operates as a support retargeting channel. While CPM and CPC are significantly better than FY25 benchmarks, CTR (0.33%) is below the 0.45% benchmark. More pressing is the 10.6× frequency on just 102K reach — the retargeting pool is oversaturated. Expanding the audience window from 30 to 90 days is recommended to grow addressable reach and normalize frequency.
A

Streaming Audio

$27,780
2,764,000
336,400
8.2×
2,534,000
91.7%
$10.05
Bench: $19.57 ▼ better
Streaming Audio is a standout efficiency story: CPM of $10.05 is nearly half the FY25 benchmark of $19.57, and 91.7% audio completion demonstrates strong listener engagement with Luminary's audio creative. The channel scaled dramatically in February (from $3.6K to $24.2K) with CPM compressing from $19.23 to $9.23 as volume increased — a strong signal to continue scaling.

Full Channel Summary

Channel Planned Delivered Impressions Reach Clicks CTR CPM CPC Video/Audio Compl. VCR/ACR
MMeta Ads $475,000 $94,220 28,842,500 4,628,000 59,480 0.21% $3.27 $1.58 943,200 3.27%
TTikTok Ads $390,000 $76,480 23,428,000 2,674,000 50,460 0.22% $3.26 $1.52 113,800 0.49%
YYouTube Ads $245,000 $45,200 6,890,000 1,930,000 9,540 0.14% $6.56 $4.74 2,012,800 29.2%
CCTV $800,000 $163,820 7,244,000 2,205,000 N/A N/A $22.61 N/A 7,022,000 96.9%
DDisplay $22,000 $5,340 1,094,000 102,800 3,560 0.33% $4.88 $1.50 N/A N/A
AStreaming Audio $78,000 $27,780 2,764,000 336,400 N/A N/A $10.05 N/A 2,534,000 91.7%
GRAND TOTAL $2,010,000 $412,840 70,262,500 11,876,200 123,040 0.175% $5.87 $3.36 10.6M+ —
05

Market Performance

The campaign runs nationally across the US with no geographic exclusions. Below are top-performing regions by delivered impressions and efficiency during the launch period.

🗺️ Tier 1 Markets (Top 10 DMAs)

% of Total Impressions61.4%
Avg. Meta CPM$3.52
Avg. TikTok CPM$3.44
CTV VCR96.9%
Avg. Frequency6.4×
YouTube CPM$6.82

🗺️ Tier 2 Markets (Mid-Size DMAs)

% of Total Impressions38.6%
Avg. Meta CPM$2.88
Avg. TikTok CPM$3.02
CTV VCR96.8%
Avg. Frequency5.1×
YouTube CPM$6.24

Key Takeaway: Tier 2 markets are delivering consistently lower CPMs across all channels vs. Tier 1 (e.g., Meta $2.88 vs. $3.52) with similar VCR and completion rates, suggesting strong efficiency potential in expanding mid-market coverage. Tier 1 markets drive the majority of volume and are necessary for brand-building scale, while Tier 2 can provide efficiency upside as the campaign matures.

06

Budget Pacing

Budget reflects full FY26 annual planned spend. The campaign launched January 15, 2026. After 45 days (12.3% of the year), overall pacing stands at 20.5% — ahead of linear pace, reflecting intentional front-loading during the campaign's spring launch window.

ChannelPacingDelivered% Paced
Meta Ads
$94,220 19.8%
TikTok Ads
$76,480 19.6%
YouTube Ads
$45,200 18.4%
CTV
$163,820 20.5%
Display
$5,340 24.3%
Streaming Audio
$27,780 35.6%
TOTAL
$412,840 20.5%
Channel Annual Plan Delivered Remaining % Paced Status
Meta Ads$475,000$94,220$380,78019.8%On Track
TikTok Ads$390,000$76,480$313,52019.6%On Track
YouTube Ads$245,000$45,200$199,80018.4%On Track
CTV$800,000$163,820$636,18020.5%On Track
Display Retargeting$22,000$5,340$16,66024.3%Slightly Ahead
Streaming Audio$78,000$27,780$50,22035.6%Ahead
GRAND TOTAL$2,010,000$412,840$1,597,16020.5%On Track

Linear pace target at 45/365 days = 12.3%. All channels pacing ahead of linear — consistent with spring launch front-loading strategy. Streaming Audio (35.6%) is notably ahead due to accelerated February ramp-up.

07

Creative Performance

Creative Insight: "The Perfect Morning" is the dominant awareness driver by spend across Meta ($47.2K), TikTok ($19.6K), and YouTube ($9.7K), cementing it as Luminary's hero brand-building asset for this campaign. On Meta and TikTok, short-form lifestyle creatives like "Weekend Ready" and "Home is Everything" punch well above their weight — delivering CTRs of 1.2–1.9% at CPCs under $0.40, making them ideal for traffic and conversion objectives. On YouTube, "The Perfect Morning" also leads on video completion (59.2% VCR), confirming its storytelling quality resonates across every format.

Meta Ads — Creative Performance

Creative Type Spend Impressions CTR CPC Engagements VCR Status
The Perfect MorningVideo $47,20014,380,0000.10%$3.181,502,0004.52% Active
Built for Real LifeVideo $23,1006,724,0000.31%$1.11776,0000.49% Active
Your Space, ElevatedVideo $12,4004,524,0000.06%$4.84288,0000.40% Active
Crafted to LastVideo $6,2001,965,0000.07%$4.52122,4001.38% Active
Weekend Ready ⭐Video $3,980527,000 1.93% $0.39173,20019.5% Active
Home is Everything ⭐Video $2,340524,000 1.18% $0.38138,00017.2% Active
Made for MomentsVideo $960198,0001.33%$0.4131,8007.4% Active
Meta Total $94,22028,842,0000.21%$1.583,031,4003.27%

⭐ = Outperforming campaign CTR average by 5× or more — strong candidates for increased budget allocation

TikTok Ads — Creative Performance

Creative Spend Impressions CTR CPC Engagements VCR Status
The Perfect Morning$19,6006,543,0000.18%$1.6630,5800.43%Active
Built for Real Life$19,5405,675,0000.18%$1.9427,8700.35%Active
Your Space, Elevated$18,4805,156,0000.20%$1.8028,2900.50%Active
Crafted to Last$9,0802,878,0000.16%$1.9612,5300.34%Active
Made for Moments ⭐$4,2501,176,000 0.43% $0.8612,1600.75%Active
Home is Everything$3,5701,064,0000.41%$0.8310,4301.13%Active
Weekend Ready$3,220936,0000.42%$0.829,3200.97%Active
TikTok Total$76,48023,428,0000.22%$1.52131,1800.49%

⭐ = Outperforming campaign CTR average

YouTube Ads — Creative Performance

Creative Spend Impressions CTR Engagements Video Compl. VCR Status
The Perfect Morning ⭐$9,6801,617,0000.03%553,700 957,800 59.2% Active
Made for Moments$8,5001,398,0000.05%315,900473,80033.9%Active
Built for Real Life$7,2201,069,0000.23%216,500119,70011.2%Active
Your Space, Elevated$6,820935,0000.19%222,000190,50020.4%Active
Crafted to Last$6,710930,0000.20%190,000169,40018.2%Active
Weekend Ready$6,640941,0000.23%195,800110,20011.7%Active
YouTube Total$45,2006,890,0000.14%1,693,9002,021,40029.3%
08

Key Optimizations This Period

  • Full Six-Channel Launch (Jan 15): Successfully coordinated simultaneous activation across Meta, TikTok, YouTube, CTV, Display, and Streaming Audio with consistent messaging and creative alignment across all platforms from day one.
  • CTV Inventory Optimization: CPM delivered at $22.61 — 39% below the FY25 benchmark of $36.95 — achieved through more strategic programmatic buying, tightened targeting parameters, and prioritizing premium OTT placements with proven completion rates.
  • Streaming Audio February Ramp-Up: Audio scaled from $3.6K in January to $24.2K in February, with CPM compressing from $19.23 to $9.23 as delivery volume increased. Audio completion rate held steady at 91.7% throughout the ramp, confirming placement quality.
  • Multi-Objective Meta Structure: Deployed three simultaneous Meta campaign objectives (Awareness-Reach, Awareness-Video Views, Traffic) enabling audience behavior to self-select into the highest-value touchpoint. The Traffic objective is achieving 1.98% CTR — nearly 10× the Reach objective — at a much more efficient CPC.
  • YouTube CTV Placement Prioritization: The CTV placement within YouTube (36% of impressions) is delivering 45.8% VCR vs. 15.1% on mobile/desktop. Budget distribution has been adjusted to favor CTV placement going forward given the significantly higher completion quality.
  • Creative Mix and Frequency Management: All 28 creatives across six channels remain active to prevent early frequency fatigue. Performance data is being monitored weekly to identify underperformers and candidates for creative refresh heading into Month 3.
09

Recommendations for Next Period

📈 Scale High-CTR Meta Creatives

Increase budget allocation to "Weekend Ready" (1.93% CTR, $0.39 CPC) and "Home is Everything" (1.18% CTR, $0.38 CPC). Both are delivering clicks at a fraction of the campaign average. Reallocate 15–20% of "The Perfect Morning" budget to these creatives for 30 days and measure reach vs. efficiency impact.

🔄 Fresh Creative for TikTok

TikTok frequency has reached 9.1× in 45 days — the highest of any channel — and VCR is showing early softness. Introduce 2 new TikTok-native creatives by mid-March to combat audience fatigue and protect VCR before it deteriorates further into the campaign flight.

🎯 Expand Display Retargeting Pool

Display frequency is 10.6× on only 102K reach — the audience is oversaturated. Extend the retargeting window from 30 to 90 days and/or layer in a 1% lookalike segment to grow the addressable pool. Target frequency of 6–7× for improved click efficiency.

🎵 Increase Streaming Audio Budget

At $10.05 CPM and 91.7% ACR, Streaming Audio is the most efficient channel per impression. February proved CPM compresses with scale. Recommend increasing monthly Audio budget by 25–30% in March to capture this efficiency window before seasonal inventory tightens.

📺 Hold CTV Investment Level

CTV is delivering 39% below benchmark CPM with near-perfect 96.9% VCR. It is the highest-quality brand impression driver in the mix. Do not reallocate CTV budget to fund other channels — this is where national brand equity is being built most efficiently.

🎬 Cross-Test "The Perfect Morning" Formats

"The Perfect Morning" achieves 59.2% VCR on YouTube — Luminary's highest-quality storytelling asset. Adapt the format for TikTok-native specs and A/B test against current top performers in March. Its narrative quality has demonstrated platform-agnostic appeal.

Appendix

Supplemental Data

▶ FY25 vs. FY26 Benchmark Comparison (Full)
YearChannelPeriod CTRCPCCPM FrequencyVCR/ACRCost/Reach
FY26Meta AdsJan 15–Feb 280.21%$1.58$3.276.24×3.27%$20.36
FY25Meta AdsJan–Aug0.05%$6.41$3.217.00×1.05%$25.20
FY26TikTok AdsJan 15–Feb 280.22%$1.52$3.269.1×0.49%$28.60
FY25TikTok AdsJan–Aug0.19%$1.57$2.909.00×0.54%$27.53
FY26CTVJan 15–Feb 28N/AN/A$22.613.28×96.9%$74.30
FY25CTVJan–AugN/AN/A$36.955.00×98.6%$176.15
FY26DisplayJan 15–Feb 280.33%$1.50$4.8810.6×N/A$51.95
FY25DisplayJan–Aug0.45%$2.32$10.397.00×N/A$70.62
FY26Streaming AudioJan 15–Feb 28N/AN/A$10.058.2×91.7%$82.57
FY25Streaming AudioJan–AugN/AN/A$19.578.00×N/A$166.40
▶ Raw Channel Totals
ChannelPlanned SpendDelivered RemainingTarget CPMActual CPM% Budget
Meta Ads$475,000$94,220$380,780$5.00$3.2719.8%
TikTok Ads$390,000$76,480$313,520$5.00$3.2619.6%
YouTube Ads$245,000$45,200$199,800$15.00$6.5618.4%
CTV$800,000$163,820$636,180$30.00$22.6120.5%
Display Retargeting$22,000$5,340$16,660$5.00$4.8824.3%
Streaming Audio$78,000$27,780$50,220$20.00$10.0535.6%
GRAND TOTAL$2,010,000$412,840$1,597,160—$5.8720.5%

Luminary Home & Living  ·  FY26 Spring Launch Brand Campaign — Monthly Report

Campaign Period: January 15 – February 28, 2026  ·  Prepared by Mosaic Reports  ·  Delivered March 2026

Mosaic Reports