Redefining reach: How brands can benefit from a high-risk targeting strategy

Alex Brownsell

Research by Twitter and Saïd Business School on the role of reach in advertising.

Reach is important. On this point most marketers would agree, even if the role of reach versus audience targeted remains keenly contested.

In recent years, the work of Professor Byron Sharp and the Ehrenberg-Bass Institute has established the need for broad reach to build fame as a foundational media strategy. However, a new study by the University of Oxford’s Saïd Business School and Twitter aims to make brands reappraise the potential rewards of more granular audience targeting.

Advertisers were given a preview of the upcoming paper during an IPA EffWorks session in which Dr Felipe Thomaz, Associate Professor...

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