Overheard a media buyer say 'reach is dead' and it stuck with me

I was grabbing coffee near our office in Austin last Tuesday and eavesdropped on two guys from a competing agency. One said he tells all his clients that reach is a vanity metric now, that frequency and context matter way more. It made me think about all the times I've pitched a campaign based on how many people we'd hit, not how many would actually remember the ad. Has anyone else shifted their planning away from reach numbers, or do you still think it matters for brand awareness?

2 comments

2 Comments

the_mary5d agoTop Commenter

Three years ago I spent $80k on a billboard that zero customers ever mentioned.

graydavis5d ago

Same thing happened with radio ads. Total waste.