Defining Reach in The Age of Microtargeting
Today’s column is written by Bryan Noguchi, an independent media and advertising consultant. I’ve been thinking a lot about the concept of reach recently. My background is mostly mid-sized to large ad and media agencies, so reach has largely been a volume term expressed as delivery of percentages of broad demographic targets with fairly robust budgets. Thresholds for effective reach are traditionally quite high, and despite efficiencies gained through volume, the out-of-pocke
