Where they live, where they work, and where the awareness moment peaks — in elevators, across California, during 529 Day.
You're not just reaching parents. You're reaching self-directed-investor parents in multi-generational households with kids under 18, HHI $75K+ and a college degree. Decisions get instigated by mom, finalized by both — and the moment a 529 plan opens, it sticks for 18 years.
That's a high-consideration product asking for an attention-rich medium. Programmatic doesn't cut it. Linear TV is over-broad. Out-of-home in transit corridors hits commuters but not the household decision context.
Residential elevator screens deliver the message exactly where the household financial conversation happens — at home, twice a day, with both parents in the same six-square-foot space.
You have English and Spanish creative. Our network supports zip-level creative rotation — Spanish lands where Spanish-speaking households over-index (LA, San Diego, the Inland Empire), English where they don't. No wasted impressions.
Short flights need higher loop share. Our three plans escalate frequency, not just screen count. A rider sees the spot 2–4x per ride. Awareness compounds before 5/29.
Dave's note flagged transit length/type as a concern. For our format, your :15 commercial is in the sweet spot.
All healthy, ad-ready, active. Filtered to venue types that match the 529 Day audience: residential, office, government, education, medical.
All 278 screens are valuable — but some zones index harder for the exact 529 Day audience. We separate them into three tiers so frequency can concentrate where it earns the most.
All three plans use the same 278 screens. The lever we pull is frequency: how many times your spot runs per loop. For a 12-day flight, frequency is the differentiator.
All 278 screens at 2/16 loop share · $4,432 under budget
The disciplined option. Same precise reach as Plan B and C — same 278 screens, same 162 buildings, same 37 cities — at 2x standard frequency. Every rider sees your spot twice per loop instead of once. For a 12-day flight, this delivers the recall floor you need without stretching budget.
Best for: a conservative pilot where you want the full footprint but want to leave $4K+ in reserve for production fees, Spanish trafficking, or a creative refresh mid-flight.
Top-100 zips + Sacramento at 4/16 · Broader CA at 2/16 · Hits budget at $19,208
The smart-money play. Same 278-screen reach, but we overlay 4x frequency on the 65 screens that index hardest for your exact audience: the top-100 zips Dave named, and the Sacramento capital region Dave specifically called out. The broader CA footprint runs at standard 2x.
Result: the precise zones where 529 adoption is highest get saturation-level frequency. Everywhere else gets efficient broad reach. You spend $19,208 — almost exactly your $20K budget — and get 24% more impressions than Plan A for 23% more spend.
4/16 loop share across all 278 screens · The full saturation play
Full 4x saturation across every CA screen for the entire 12-day flight. Every California parent in our network sees your :15 spot four times per loop, four times per day, for twelve days. Effective frequency in the 12+ range across the flight — well above what's needed to drive a complex consideration like opening a 529.
Best for: when 5/29 Day matters more than budget discipline. The cultural awareness peak falls mid-flight (see next section) — saturation captures the moment.
Awareness peaks on 5/29 Day — exactly when your saturation is fully built up. Twelve days, with the cultural moment landing on day ten.