Can a small audience outperform a large audience? Over and over again we find that the answer can be ‘yes’.
All too often, it is easy to be seduced by reach numbers when the gold ain’t in them there hills. A quick overview of what to look for in the Reach vs Effectiveness debate:
If you're in media or advertising, you'll have a scoreboard, but what scoreboard do you have? Are you measuring audience CPM? Or are you measuring the real world business outcomes - leaves, sales, cost per acquisition? This is the difference between reach and effectiveness.
Reach is simply trying to find as many eyeballs for the lowest possible cost, but with little concern about how effective that actually is.
Effectiveness is all about, ‘Are we turning these people that are seeing our message into clients?’
So, this is reach versus effectiveness. As a performance marketing agency, we focus on effectiveness first and foremost. We look at what media channels are converting, what message is converting within those channels and we're less concerned about the cost to reach those, if our ROI is there.
So, for you, if you're in media and advertising, what scoreboard do you have? Are you focused on reach or are you focused on effectiveness?
As an advertising agency, you have a choice. Focus on a metric that is easy, to make yourself look good (reach) or focus on business outcomes (sales, revenue, lead generation). Integrating the right advertising scoreboard can drastically change business outcomes and it can be easily implemented.
As Australia & New Zealand's leading performance media buying agency, our team loves to increase our partners customer base and revenue through effective media strategies that deliver immediate sales and ROI.