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That’s a really tough question and really comes down to your channels. If I’m buying TV I’m typically looking for a minimum 60% reach. Digital is a lot harder to measure and I see reach per partner fairly low. Is this national or local? Offline or online? All things to consider!
There are studies that show a multi-channel strategy is effective. I dont know if youre only thinking of linear/LFV, but would consider SFV for multiplatform distribution, and then from there maybe test layering on channels, (could market test), or test personalizing message through dynamic creative delivery
100% depends.
Channels, platform, tactic (and sometimes the ad unit), and how targeted you can get.
With audience : platform ratios, you can get away with a smaller reach, but freq needs be at like a 12x. << This could be fine, if the cost pers are low. If the cost pers are high and you need high freq, but you get the reach… reach doesn’t matter and it’s a waste of money.
Hopefully this makes sense! Harder to explain via text.
It does make sense. Thank-you!
Is there any percentage range of reach that'd you say is too small to even be bothering with the channel?
I agree on the frequency point, especially on social. We have lots of clients sensitive to customer complaints about seeing the ads too much (government clients mostly) so we try to limit to 3 views per user per week. So we plan based on maxing our this frequency per platform, starting with the highest reaching vendors and going from there depending on budget. Good luck!
That makes sense - thank-you. We have some research to know optimal frequency against key KPIs so this is a good way to approach.