Reach & Frequency Goals
Campaign objectives that specify the desired percentage of the target audience to be exposed to advertising (reach) and the optimal number of times each person should be exposed (frequency).
Agencies & Holdcos
How advertising holding companies make money and make decisions. Mergers, principal media, agency economics, Centers of Excellence and RFPs, from years of selling ad tech into the holdcos.
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Recency Planning
A planning approach that prioritizes reaching consumers close to their purchase decision moment rather than building high frequency over time.
Scenario Planning
Development of multiple media plan versions based on different budget levels, market conditions, or performance assumptions.
Share of Voice
The percentage of total advertising exposure within a specific market, category, or platform that can be attributed to a single brand or campaign.
Social Proof
The psychological phenomenon where people look to the actions of others to determine their own behavior.
SOV (Share of Voice) Planning
Media planning approach that aims to achieve or maintain a specific percentage of category advertising exposure relative to competitors.
Guide: How Much Does Programmatic Really Cost?
Don't let fees and confusion burn a hole in your wallet. Like your morning coffee - it deserves a disproportionate amount of your time and attention.