Reach in digital advertising is often characterized by reach per dollar. This is how much you must spend in order to purchase a new customer. For example, reach is often increased when marketers purchase ad space on foreign websites or popular sites with high page views per month where they are able to reach more customers. However, the effectiveness of this digital advertising depends on how well the ads are targeted and if they are able to generate a click-through to the advertiser's website.
As mentioned, reach is often one of the key performance indicators (KPIs) for digital advertising. In order to measure reach, web analytics software is used to track the number of users who visit a website (or specific web page), typically measured by reach per capita, over a certain time period. Reach can also be used to define the number of unique users who reach the website within that same time period.
How is Reach calculated?
Reach is typically calculated by multiplying the total number of unique users exposed to a piece of content by the average frequency with which they view it.
What are some ways to increase Reach?
Some ways to increase reach include targeting more relevant audiences, creating engaging content, and leveraging influencers and social media platforms.
Fun Fact:
"The average reach of an organic post on Facebook is 6.4% of the total page likes" (Kemp, 2018)