Everything you know about digital reach is wrong
In its essence, an effective media plan ensures that you reach as much of the right audience as possible in the most cost-effective way. And don t get me wrong, driving engagement, building affinity, and delivering on conversions are also crucial objectives, but they deliver much better results when they are underpinned by an approach that focuses on reaching the right audience, in the most cost-effective way.
Shaun FrazaoDigital channels offer great reach. But let me be frank: Everything you know about digital reach is wrong. Social inventory and programmatic display and video bought through the open exchange deliver high impressions, high reach, and are relatively cheap per thousand. As a result, brands and agencies often revert to these options rather than more premium and costly inventory because of the perceived low cost and high reachability that they offer. This, however, is misguided.
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