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→ Which release does this apply to?
ComponentsComponent | What Has Changed (examples) | Why It Matters |
|---|---|---|
Duplication – within a package of inventory, there are overlaps in audience delivery when reaching the target multiple times. | Previously, duplication of Reach was random at the package level. However, Reach duplication is not necessarily random - using mobile movement data, we now understand the overlap and duplication of audience within a package. | At the package level, there were instance where additional units were not adding incremental Reach to the plan. |
Media Weight (TRP) – Target audience delivery, expressed as a percentage of target audience. One rating point represents impressions equal to 1% of the target population | Media weight, expressed as TRPs, is inter-related with Reach and Frequency. The higher the TRP value, the larger the portion of the reachable audience within a market | |
Geographic Coverage – the geographic spread of inventory within a package around a market | The clustering or spread of an inventory package within a market has a significant impact on the audience that it is able to reach. If all of the inventory within a package is concentrated to one area, large portions of the target audience may never have the opportunity to see the campaign. | |
Audience Coverage – how an audience is dispersed around a market | Due to multiple factors, audiences are not always evenly spread across a target market. Understanding the areas in which your audience can be reached is key to media planning. | |
Data Inputs (R/F) – [what is this] | ||
Inventory Planning (specific units) | ||
Market Planning (market averages) | ||
Reach Ceiling | Now based on observed | |
Transit |
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