Reach
DefinitionPaid Media
Reach
The percentage of a target audience exposed to a campaign at least once in a period. Reach is the currency of brand building: penetration-driven growth needs messages that get to everyone in the category, not deeper exposure of the converted.
Evidence from the library
83%Reach is the single biggest driver of media effectiveness, accounting for roughly 83% of the variation in how well media perform.Stat180 vs 100 indexWidening reach drives incremental sales that high-frequency targeting missesStat45%Only about 45% of marketers can correctly define penetration.Stat40% reach, 2.7x frequencyGoogle's planning benchmarks are 40% weekly on-target reach and 2.7x weekly frequencyStat1.8% / 1.37% / 1.15%Campaigns that target both new and existing customers grow market share faster per year than campaigns targeting only one group.Stat
Source
Marketing Definitions
standard media measurement
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