In today’s installment of our Mastering the Metrics series, we’ll be discussing Net Reach.
Net Reach (also just “Reach”) refers to the number of people viewing an ad at least once. This metric gives you an idea of how widely the ad is getting dispersed throughout a population. But maximizing exposure isn’t as simple as just maximizing reach. Ads with wide reach but low frequency can get lost in the shuffle, while an ad with limited reach coupled with high frequency risks overexposure — think of how many times you’ve seen the same late-night TV ad over and over, and how sick of it you’ve gotten. Strike an effective balance between reach and frequency to optimize your ad’s distribution and impact.
Total Impressions / Frequency = Net Reach
