FreeWheel Unpacks Some Not-So-Basic Reach Terminology

Incremental reach may not sound very basic but understanding exactly what that means is critical By definition quotincrementalquot denotes an increase or addition that happens gradually Incremental reach refers to quotaudiences not yet exposed to a brand39s digital and TV advertisements outside of the linear TV ecosystemquot according to FreeWheel39s Delivering Incremental Reach A Guide to Reaching New AudiencesThe term incremental reach is sometimes used interchangeably with deduplicated reach even though they are different quotDeduplicated reach is about counting the households and incremental reach is more about the reporting and the analysis that goes into determining what the reach is across a specific campaignquot O39Brien explained A linear buyer is more apt to use the term incremental reach whereas someone from the digital side of the industry may prefer deduplicated reachInvite job candidates to apply live during the Media and Advertising Communityamp8217s Black Talent Outreach Week at MediaVillagecom and AdvancingDiversityorg October 1720 Apply for jobssubmit your resume hereamp160Think of incremental reach as advertising39s version of the real estate maxim quotlocation location locationquot O39Brien said quotYou can compare media planning to a property hunt When you39re trying to find a house the most important aspect in that process is always where you want to be So incremental reach is really about broadening a campaign39s reach and finding new audiences in these newly emerging television environments like CTV connected TVamp8221There is no industry standard to measure how incremental reach is calculated and that can be confusing she noted But there are two common methods for doing so ACR and household modelingACR involves quotmeasuring on the glassquot in other words the glass on video screens That form of measurement happens in real time so the TV must be on O39Brien said this model while a good data source has its limitations because it doesn39t offer a full pictureHousehold modeling provides that because it uses settopbox broadbandonly and other thirdparty data sources It allows measurement to go beyond what is being watched and predicts what households are likely to watch or not to watch This is the methodology that is used at FreeWheel O39Brien believes this offers greater scale and more accurate modelingquotSettopbox data provides a much more complete view of households linear exposures and it does not rely on any kind of content and time comparison we see ACR technology usingquot she explained One of the unique aspects of a platform like FreeWheel is its ability to use additional aggregated viewership data from cable subscribers served by its parent company ComcastAs confusing as all this can get one thing remains clear The television viewer does not distinguish between linear and CTV For them the line is not blurry In fact it does not exist Consumers make their viewing choices based on programming But when does the buying and selling community catch up to that realityO39Brien believes this is a journey and we are not there yet but she does think the industry is at what she calls the quotbeginning of a more holistic planning processquot one that starts with combining linear and CTV campaigns together and using programmatic platforms to build out incremental reachThe ultimate goal is basic allowing advertisers to make smarter more datadriven decisions to reach audiences effectively wherever they are The way to best do that continues to evolveDownload FreeWheel39s latest guide to learn more about incremental reachClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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FreeWheel Unpacks Some Not-So-Basic Reach Terminology

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Joanne Tombrakos

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FreeWheel Unpacks Some Not-So-Basic Reach Terminology

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Joanne Tombrakos

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