Andrew Feigenson

Member since September 2011

On-Target Versus Reach: The Digital World Needs Both To Succeed in MediaDailyNews on 11/21/2016
The ability to deliver ads to specific audiences has made digital advertising highly attractive to businesses of every stripe. But despite the promise of precision to drive effective advertising, broad reach still matters.

On-Target Versus Reach: The Digital World Needs Both To Succeed by Andrew Feigenson (MediaDailyNews on 11/21/2016)
Ed and John, Thanks for your comments. You are clearly very well versed in this area!I'd add that there is a key element underlying your comments - consistency.You have both devised mechanisms for arriving at a reach/frequency number with which you are comfortable. Other people might arrive at it in a different way or even accept the core numbers straight-up. But, regardless of the methodology you or these other people prefer, you've had an ability to test and refine your numbers over time and, based on this experience, to become predictive.When it comes to reach/frequency on targeted audience, the industry still lacks some degree of consistency or predictability. It isn't for lack of desire or talent (we are blessed by a talented set of people in digital media). The problem is the speed with which consumer habits and technologies change, making it tough to predict tomorrow, based ontoday --- and making it hard to create models like you have done for broadcast media. Just wanted to share this one thought, to keep the dialogue going.

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.