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26 January 2023
‘Right reach’ may be a better predictor of business outcomes
Reach and frequency, recency
Strategy
Media fragmentation is eroding the tried-and-tested link between campaign reach and business impact, research finds, indicating that brands might benefit from taking a broader view of what defines ‘right reach’.
Focusing on media quality
To calculate ‘right reach’, Zenith UK – an arm of Publicis Media agency – set out three key definitions of media quality incorporating attention, persistence and contextual relevance:
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