Meta-Analysis of 96,844 Recent US Advertising Campaigns

The first thing that jumped out at me was the difference that linear makes When linear is part of the campaign the reach is generally much higher than when linear is excluded as we can see from this tableThe comparisons are fair for the top two groups as the GRPs come out almost the same for campaigns with and without linear For the two groups at lower GRP levels the comparisons are blurred by the differences in GRP levelWhat it says is that the more GRPs you are buying the more you need to include linear in the buy If you are buying a campaign above 400 GRP without linear you are in trouble If you donamp8217t reach a person you cannot cause that person to spend more money with you Reach is table stakes You have to get as much reach as you can among people who buy the product category to acquire new customers and to retain current customersYou may also be in trouble if you are not buying linear even if your campaign is below 400 GRP You canamp8217t tell for sure from this set of numbers Stay tuned as I will be investigating the smaller campaigns in future columnsLooked at on an annual basis during which you may run multiple campaigns which collectively add up to over 400 GRPs the above advisory is applicable You need enough linear or you will just be hitting a piece of the total marketHowever another implication of the table above is that marketers in general are definitely missing a lot of the market right now even if they are using a lot of linear Even at average levels of over 2000 GRPs the average reach is coming out at a mere 642 across linear plus CTV plus desktop plus mobile That means that 358 of the market is not getting reachedHopefully you are not an average marketer and you perform high above these levels The secret of getting reach even if you canamp8217t afford to buy toptier sports is dispersion In an earlier article I showed that two campaigns both with very high GRP levels amp87763500 got very different reach levels 9147 vs 7366 just because of the number of different publishers that were used That metaanalysis was based on Adults 2554This can also be seen within specific media types Letamp8217s take CTV for example Hereamp8217s a table which shows how much of a reach difference the number of publishers used makes in CTV Persons 2As you can see if you use fewer than 10 publishers in CTV even with nearly 800 CTV GRPs your CTV reach is only 122 on average But if you use 10 or more publishers even with less than a quarter of the CTV GRPs your CTV reach averages 282You would think that most marketers are using the more dispersed campaigns However in the table above the number of campaigns using fewer than 10 CTV publishers was 88217 and the number of campaigns using 10 CTV publishers was only 1530Friends we are not even getting reach right How can we expect to be getting brand growth rightLetamp8217s look at the same phenomenon in mobile Persons 2A very similar picture at far lower mobile GRP levels With fewer than 10 mobile publishers on average you canamp8217t get into doubledigit reaches With 10 or more mobile publishers you can get close to a 20 mobile reach on average And probably higher if you pour on the mobile GRPs In an earlier article we saw that with maximum GRPs 800 mobile can on average go as high as 31 based on Nielsen ONE metaanalysis and with maximum dispersion as high as 70 That metaanalysis was based on Adults 2554Again one would think that most marketers would have used 10 or more publishers in mobile however the actual number of campaigns in which mobile was used with fewer publishers was 70275 while the number of campaigns in which more than 10 mobile publishers were used was only 2903In this brilliant atmosphere of 2026 we are doing all sorts of miraculous things but we appear to have lost track of the fundamentalsGet your reach right right away Total business growth depends on reaching all of your true potential customers with your compelling messagingNOTES 1 The graph shown at the top of the article is from a different metaanalysis done by Audrey Steele when she was EVP of FOX Corp 2 The aberration of campaigns without linear of 400999 GRP having higher reach than those having higher GRP is because GRP is not the only determinant of reach dispersion plays a huge role and there are many other factors involvedBuilding 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 VideoPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Meta-Analysis of 96,844 Recent US Advertising Campaigns

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