What Is Incremental Reach? A New Infographic From the Freewheel Council for Premium Video

As a publisher programmer or operator you can manage exposure across screens but only within your footprint Advertisers and their agencies want to be able to manage optimal reach and frequency acrossamp160allamp160publishers and screens There is no question that the industry will deliver on this promise but it will take some time and significant collaboration to marry viewership and adexposure data across all endpointsIn this new infographic by the FreeWheel Council for Premium Video we explore the different terms definitions and perspectives surrounding the concept of incremental reach focusing primarily on the combined use of linear TV and digital TV video advertising to help better manage reach and frequencyTERMS ampamp DEFINITIONSThere are a number of terms that the industry uses interchangeably or in association with incremental reach Here are a few and their definitionsDeduplicated Reach Counting unique households or individuals reachedFinding Incremental Audiences Intelligently reaching households or individuals using data that have yet to be exposed or exposed with enough frequencyManaging Reach and Frequency Optimizing based on deduplicated and incremental reachIncremental Reach Reporting that uses deterministic data to deduplicate audiences and determine the level of incremental adcampaign reach in general or at a targetlevel of effective frequencyThere are also a number of parameters to use to achieve incremental reachPlatform linear TV and digital TV videoGeography national and local TVPublisher head middle and longtailFrequency optimal level of ad exposureDuration length of campaign with deduplicated reach and frequencyThe focus on incremental reach for the purposes of this work is on managing advertising across platforms and specifically linear TV and digital TV videoINCREMENTAL REACH39S EVOLUTIONIncremental reach capabilities are evolving rapidly and many premium video providers can help advertisers achieve a smarter allocation of budgets across different channels to create reach efficiency todaySome of these capabilities are based on modeling that provides directional guidance on investment strategies Deterministic data sets actual household or individual associated with an ad exposure are the optimal way to measure true incremental reach and a more reliable way to control frequency True crosschannel crosssupply incremental reach will require many parties to come together for the greater good of the industryA likely first stage of evolution could involve a consortium approach where participants would deduplicate exposure based on their data Not all adexposure data across devices would likely be captured or deduplicated due to variances in data capture definitions and methodologiesA second stage of evolution could be based on more standardization of data sets and an alignment of industry players around what data to use and how to use it This would also include standardized definitions and methodologiesNEXT GENERATION REACH AND FREQUENCYWhile the industry focuses on the quotreachquot portion of the reach and frequency equation there is a significant opportunity to manage frequency through the same mechanisms As more linear inventory becomes digitally enabled frequency management can scale by using exposure data across platforms on an individual and household basis in a privacycompliant way to flatten out campaign frequency curves Persistent unique creative ID39s are essential to managing frequency across platformsThe path to true incremental reach with optimal frequency across multiple channels is a multistage journey There is no question that the industry will need to collaborate to accelerate that future but there are plenty of tools and capabilities offered today that enable marketers to manage reach and frequency across screens The next frontier is to create further efficiencies across supply partners The opportunities for national inventory to apply data and addressability will drive more effective results for marketersGet the full infographicClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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What Is Incremental Reach? A New Infographic From the Freewheel Council for Premium Video

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James Rothwell

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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What Is Incremental Reach? A New Infographic From the Freewheel Council for Premium Video

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