Relevant reach: Is the way you think about reach outdated?

Jim Greco

This paper analyses the concept of ‘Relevant Reach’, defined as the ability for advertisers to use data from online marketing capabilities to reach the highest potential pool of buyers.

Relevant reach: Is the way you think about reach outdated?

The notion of "reach" has been around as long as mass media. The more reach you had, so the thinking went, the more likely your message was to reach the maximum number of future buyers. The importance of maximizing reach among potential buyers of products is also well-supported in research literature as a key driver of brand growth.

The opposite of maximized reach is precision targeting. Just ask our offline marketing friends in the catalog and direct mail businesses. They want to be as focused and waste-free as possible given...

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