Mythbuster: Reach is still paramount

There was a time when big audiences mattered. As communications have become more finely targeted, interactive and engaging, reach no longer matters, say agencies and clients.

Mythbuster: Reach is still paramount

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that reach doesn't matter.

A while back, we found ourselves in the pub. A digital planner was talking about her latest campaign, and we asked how many people it reached. "Reach?" she sneered, "it's not about reach any more."

Grrrr... Her Kronenbourg-fuelled outburst betrayed an all too common point-of-view now. In the old days, goes the argument, you needed big audiences. These days, our communications...

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