WARC Talks: New thinking in reach

In this episode of the WARC Podcast, Alex Brownsell talks about the changing role of reach in media planning with Rich Kirk, Chief Strategy Officer at Zenith UK, and Sam Dias, Head of Data Sciences for Publicis Media.

Where to listen


01:42 – What do we mean when we talk about reach? 05:21 – Why is this definition no longer fit for purpose? 09:27 – What has caused this erosion? 10:47 – Did any categories fare better or worse in your study? 13:05 – What do you mean by ‘Right Reach’? 19:58 – Attentive reach can’t solve fragmentation. 23:47 – Results of implementing ‘Right Reach’. 35:18 – What’s next for ‘Right Reach’?

Further reading

Fragmentation forces media...

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