Many Brands Are Using Very Low Reach Campaigns

In this analysis I wanted to go more deeply into the details and so purposely limited the number of campaigns I drew randomly to inspect 7648 campaigns are included in this analysis almost all of them from 20242025 a handful from 2023 As in many prior analyses in this column I am concentrating on how marketers can achieve high reach at the lowest costI started by ranking the campaigns from lowest to highest reach of persons 2 This revealed that 6864 of these campaigns 9 out of 10 achieved less than a 200 reach These were all essentially digitalonly campaigns about 1 of them used a touch of linear TVErwin Ephron looking down at us from heaven must be perplexedI too am surprised I was very happy in 2023 when Marc Pritchard advised marketers to reach for coverage of amp160over 90 of the populationamp160but it doesnamp8217t appear to have been taken to heartquotWe find that many brands just keep the bar too low and settle for target audience reach of around 50 to 70quot Marc said quotNow why is it so low Weamp8217re resetting the bar to achieve 90 target audience reach And getting as close as possible to 100 We want to reach all consumers and each consumerquotWe see that Marcamp8217s concern that 5070 is too low is surely a wakeup call now that itamp8217s revealed that only 13 of campaigns get to 5070 reach let alone above itI eyeballed the brand names in the hopes of seeing that the bigname brands are the ones near the high end of the reach spectrum and the brands using the lower reach campaigns are all SMBs small and mediumsized businesses I did not see that The bigname brands are distributed randomly throughout the list and most of the campaigns are for bigname brandsSome of these campaigns might have been directed at advanced audiences eg auto intenders In those cases 20 reach might have been nearly 100 of the target list Also some performance campaigns might not be considering reach at all just the lowest cost per sale without regard for scale And some of the smallest campaigns we see might have been tests So there could be good explanations for low reach in an unknown number of these casesLetamp8217s take a closer look at the highest reach campaigns those achieving the 808999 range to see what we can learn that can help us whenever we are seeking to maximize target reach at the lowest cost Their GRP levels vary from 1234 to 1908 The highest reach campaign 895 reach used 1480 GRP an average frequency of 165Letamp8217s deal with the common notion that reach is driven almost entirely by GRP That is not the case You can buy even more GRP than the level used by these few highest reach campaigns and not get significant reach For example I see here a campaign that used 2735 GRP and achieved a reach of only 120 an average frequency of 228 I think we all have experienced that high frequency of exposure at times The campaign used only CTV Hereamp8217s one that used 2843 GRP again just CTV and the reach just 121 Iamp8217m seeing quite a few of these around 3000 GRP with reach in the low teens all using only CTVAll of the 808999 reach campaigns used all four device types linear CTV mobile and computer Linear CTV and mobile were used at about equal levelsamp160with computer quite a bit lower roughly 30303010 on averageThen there are some campaigns that have much higher GRP levels and substantially lower reach levels For example here is one with 14515 GRP and a reach of 671 average frequency 216 They used three out of the four device types but skewed heavily to only one of them Thereamp8217s one that used linear and CTV heavily and less in mobile and computer which got 761 reach with only 759 GRP an average frequency of 10amp160which is still higher than the old days of 400 GRPs 80 Reach and 5 frequency but way better than 200 frequencyThe takeaway use all four device typesamp160do not pile too much onto any one device typeamp160use lower GRP On desktop And of course use dispersed schedules across many publishers in each device type This will get you the highest reach at the lowest budgetamp160amp160Building HighPerforming TeamsOnce a month in this column Iamp8217m going to be adding links to my latest podcasts about how to nurture the talent under your management and bring forth its creativity for maximum success at both a business and personal level For example this monthamp8217s subject is Resistance What to suggest to yourself and your direct reports when feeling resistance inside to something that is going on How to turn that uneasy feeling into a learning experience and flow state performanceThis monthamp8217s podcast length is amp877649 minutesamp160amp160amp160Watch the Video

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Many Brands Are Using Very Low Reach Campaigns

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