Page Comparison

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.

Geographic Dispersion/Clustering – the geographic spread of inventory within a package around a market

(MOVE BELOW AUDIENCE)

By increasing resolution of where we knew there was coverage, we then understood where the reachable audience was not found.

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

Coverage of target audience within target market. Now looking down to the neighborhood level (census tract, within the market). We knew in-market circulation, but we were not leveraging specific audience coverage within market (areas where people do/do not live within target 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]

Reach Ceiling

Prior to the 2021 midyear release,