Adam Morton, chief product officer at UM Worldwide (IPG Mediabrands), argues that while reach is still an important metric for media planning, the vast array of options at a brand’s disposal means the conversation requires more nuance.
With the number of platforms, online communities, and media options available to us, brands and marketers now have a near-infinite array of options to reach consumers. Paradoxically, at the same time, more media investment is being focused on big tech.
While reach-based media planning remains a cornerstone of many strategies, a critical blind spot exists: the assumption that all media impacts are created equal. This binary thinking – embracing reach while ignoring nuanced impact – is a relic of simpler times.
Read more in The Drum.