Andrew FeigensonMember since September 2011
- Vice President The Nielsen Company
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- On-Target Versus Reach: The Digital World Needs Both To Succeed in
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.
Comments by Andrew All comments by Andrew
- On-Target Versus Reach: The Digital World Needs Both To Succeed
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.