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.StatReach does not guarantee influenceWarning180 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 frequencyStat
Source
Marketing Definitions
standard media measurement
More from this source
DefinitionShare of voice (SOV)DefinitionExcess share of voice (ESOV)DefinitionFrequencyDefinitionBrand buildingDefinitionSales activationDefinitionBrand liftDefinitionIncrementalityDefinitionAttributionDefinitionMarketing mix modeling (MMM)DefinitionShare of searchDefinitionHalo effectDefinitionATL/BTL (above/below the line)