The Relationship Between Reach and Business Outcomes

The relationship between reach and business outcomes for all these advertisers that we looked at across lots of different categories has become so weak. Fragmentation is the mega force that sits behind all of the difficult questions, advertisers are being confronted with when it comes to media. One point of reach in a channel can be massively different in terms of its impact to one point of Reach in another channel. And none of the current thinking about reach takes that into account.