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‘Right reach’ may be a better predictor of business outcomes
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:

  1. The channel’s main formats can deliver high levels of eyes-on attention.
  2. The programming or content the ads sit around is of sufficient quality to attract and retain the audience for a long period (aka persistence).
  3. The channel offers...

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