Different channels exhibit distinct saturation behaviors. Click an example to apply those parameters.
TV Advertising
High Half-Saturation, High Shape
K: 70
S: 2.0
Max: 100
TV builds awareness slowly, requiring significant spend to reach effectiveness. The high K and S values create a pronounced S-curve, reflecting delayed brand-building effects and long tail of influence.
Digital Video
Moderate Saturation
K: 40
S: 1.2
Max: 100
Digital video captures intent-driven attention with faster response than traditional media. Lower K allows earlier effectiveness, while moderate S provides a balanced response curve reflecting engagement patterns.
Paid Search
Low Half-Saturation, Low Shape
K: 20
S: 0.8
Max: 100
Search captures immediate purchase intent, delivering rapid returns on spend. Very low K means effectiveness kicks in quickly, while S below 1 creates a diminishing returns curve that flattens early.
OOH / Billboard
High K, Low S
K: 80
S: 0.8
Max: 100
Out-of-home advertising reaches a broad audience but requires substantial spend for impact. The high K delays effectiveness, while low S produces a gradual concave curve—moderate spend yields proportional reach, but benefits diminish slowly as exposure saturates.
Social Retargeting
Low K, High S
K: 25
S: 2.0
Max: 100
Retargeting reaches users already familiar with your brand, so effectiveness kicks in at lower spend. The high S creates an S-curve—minimal spend yields little, then rapid acceleration, then plateau as the audience exhausts. Good for conversion-focused campaigns.
Email Marketing
Medium K, Medium S, 60% Max
K: 50
S: 1.0
Max: 60
Email marketing provides reliable but bounded returns—once your list is engaged, additional frequency has diminishing impact. Medium K and S near 1 create a standard diminishing returns curve, while the lower max reflects email's limited incremental contribution to overall conversions.