Reach or Frequency?
OOH Fast Fact Friday
Reach verses Frequency
Reach measures how many different people see an advertisement.
Frequency measures the average number of times the target audience will see the advertisement in a specific time period.
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A message from Geopath
OOH Today — Fast Fact Friday
More companies should start thinking this way!
Ms Patsy, sometimes the basics get lost in the bright lights. We agree. Thank you for the comment.
Appreciate Geopath providing some guidance for buyers, but this advice shouldn’t be taken as bible.
For example, if your business largely caters to a specific target demo and you can find concentrations of those people in certain neighborhoods or around certain contextual moments, the investment should be focused around doubling down on that audience and amplifying frequency to create a larger presence in key areas rather than attempting to blanket the market – regardless of how many competitors there are or how infrequent the purchase is.
There’s a lot of context and business objectives that should be evaluated before taking their guide at face value.
thank you Nick Previti. Your point is right on. Measurement, while an important element of the decision making, is in end, a part of the evaluative process.
As you state, other contextual and biz objectives affect the plan and buy process.