A Case for Advancing Reach and Frequency

It’s been 15 years since Byron Sharp’s “How Brands Grow” was published, where he makes the case for reaching more people at a meaningful frequency. Whilst reach and frequency are not departing from marketing vernacular anytime soon, I propose we evolve these passive two dimensional metrics to a third dimension. Instead of viewing them as byproducts of a media plan, I propose we make them work harder for us by turning them into actionable planning levers.

First, by incorporating cost into reach planning:

• Cost per Reach Point (CPRP) introduces an efficiency lens, quantifying the cost of each percentage point of reach. This enables planners to compare channels more equitably and make more precise allocation decisions within channels such as linear TV, Connected TV (CTV), and
  paid social. Second, by considering incremental gains in reach through a cost lens:
  • Cost per Incremental Reach Point (CPIRP) advances this thinking further by showing where each dollar can drive the greatest incremental
    impact — helping marketers identify both optimization opportunities and potential areas for new investment.

I cannot speak about reach without acknowledging its life partner, frequency. I see an opportunity to test and learn the “ideal frequency thresholds” needed to drive specific KPIs with more rigor. This would require moving marketers from 1+ reach (people who see an ad one or more times) defaults because the first time one hears about or sees a new product or service is often not enough exposure to take action.

Each product and service has its own diminishing returns frequency which in turn defines what average frequency reach is the most meaningful for a marketing campaign. Setting up tests to understand this optimal frequency range would be incredibly powerful when paired with utilizing CPRP and CPIPR.

Ultimately, I recommend a shift in mindset around these metrics from passive forecasting tools to active drivers of media investment to enable more efficient and effective performance. We’ve utilized these tactics with one of our largest clients resulting in continued campaign success even with expanded budgets.

This article is featured in Media Impact Report No. 71. View the full report here.