Alcance e frequência são duas das medidas mais comuns e básicas de exposição na mídia. Alcance refere-se à quantidade de pessoas no público-alvo que são expostas à mensagem de mídia pelo menos uma vez durante um determinado período de tempo, enquanto frequência refere-se ao número médio de vezes que essas pessoas são expostas à mensagem. O alcance e a frequência são fáceis de calcular, comparar e comunicar, e estimam o impacto potencial e a conscientização de uma campanha de mídia. No lado negativo, eles não levam em conta a qualidade, o momento ou o contexto da exposição na mídia, nem a resposta real ou o comportamento do público.
Reach and Frequency can be valuable key metrics to use as a media principle (reach + frequency in a market = recall), but shouldn’t be used as a sole metric of success. Here’s how R&F can provide the best reflection of results: - Brand-based campaign -> Focus on reach for scale of awareness in specific target markets, but still aiming for a healthy freq/week, layered with a Brand-Lift Study validating results - Performance-based campaign -> Focus on frequency for offline recall, aiming for +4 freq /week, layered with a Conversion-Lift Study or match market test validating results (use conversion metrics as primary KPI, R&F as secondary) TL:DR, R&F important when used as a strategic indicator and not the sole metric
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Reach and Frequency is considered to be the star metric when running a branding campaigns such as Awareness, Consideration that depicts the intensity of reaching the audience you have targeted Reach is referred as Unique visitors, unique impressions, unique link clicks Frequency is referred as number times the ad viewed by the single user in a specific period. An advertiser can control the frequency by frequency cap Consider Running Reach & Frequency Campaign in the following scenarios 1 If you are Launching new line of products in the established brand. 2. If you are launching a new brand and to reach maximum possible audience. 3. If you are having budget constraints and you want to meet specific number of people In a given time.
Custo por mil(CPM) compara o custo de atingir mil pessoas no público-alvo com um veículo ou canal de mídia específico. O uso do CPM compara a relação custo-benefício de diferentes opções de mídia e ajuda a otimizar o orçamento e a alocação de mídia. A desvantagem é que o valor real ou o impacto da exposição na mídia não é refletido e pode variar dependendo do tamanho do público, qualidade e composição.
CPM can be helpful when comparing brand awareness channels, however the media environment has already evolved far past these older awareness philosophies driving major planning decisions. Most importantly, remember your objective. Consider CPM, but if the goal is more lower-funnel than Awareness/Brand (especially on digital channels), prioritize potential Cost-Pers that better align with your goal: CPC, CPA, etc and use those to drive planning decisions. CPM is bound to go up the more lower-funnel your objective is, due to the shrinking audience size and push needed for purchase.
CPM is a key metric because it enables objective cost comparison between media platforms. For example, if Instagram CPM is $5 and LinkedIn is $10 for the same target audience, Instagram is the better value. CPM quantifies reach efficiency. Despite flaws like bot traffic, it standardizes measurement for assessing channel cost-effectiveness. While engagement and conversions matter, CPM shines for evaluating relative media value, especially with limited budgets. It provides an indispensable, consistent benchmark for campaign management. Not the only important metric, but pivotal for optimizing spend across different media mix options.
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CPM is an vital metric when running Awareness and consideration objectives. While CTR decides the overall effectiveness of the campaign , the CPM decides the cost effectiveness of the specific campaign. CPM is a cost per thousand impressions where an advertiser pays for every 1000 impressions. CPM is the KPI when you are running a branding campaigns , such as Awareness campaign, reaching broader audience( Reach Campaign/Reach & Frequency) Consider optimising CPM By updating the Audience(Targeting) , Thought Provoking Creatives, Adjusting the placements. For Eg: For an image creative, the in-stream placements has to be de-selected.
Os pontos de classificação brutos (GRP) combinam alcance e frequência em uma única métrica. O GRP é calculado multiplicando o alcance (expresso em porcentagem) pela frequência. A vantagem do GRP é que ele pode fornecer uma maneira simples e padronizada de medir a exposição total ou o impacto potencial de uma campanha de mídia em diferentes canais de mídia. No entanto, ele não leva em conta as diferenças na qualidade, no momento ou no contexto da exposição na mídia, e que não mede a resposta real ou o comportamento do público.
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GRP is the another form of weighing the exposure of the Campaign of your targeted audience. Parameters such as Reach ,frequency determines the Gross Rating Point. GRP helps deciding the budget for the specific media to achieve the desired level of audience exposure. GRP is best seen in measuring TV advertising and Radio Advertising. The drawback is that the advertiser can't measure the Unique Reach, unique impressions, unique link clicks. Formula to calculate GRP= ReachX Frequency.
O retorno sobre o investimento (ROI) compara a receita ou o lucro gerado por uma campanha de mídia com o custo da campanha. O ROI fornece uma maneira clara e quantificável de medir o sucesso e o valor de uma campanha de mídia, e que pode ajudar a justificar o investimento e a alocação de mídia. No entanto, pode ser difícil e complexo de calcular, pois requer dados confiáveis e precisos sobre os custos e os resultados da campanha de mídia. Ela pode ser influenciada por muitos fatores externos além do controle do planejador de mídia.
Like CPM, the key is to align your objective with the correct overall KPI. Not every campaign and channel should be measured on the same unit of success. The media environment, and audiences, are more dimensional than that. Running Brand campaigns optimized for reach and frequency or CPM will help generate ongoing awareness and fill your retargeting audience size, and when coupled with conversion campaigns optimized for ROI, will result in more efficient results like CPA and Conversion Rates than if only running campaigns for ROI alone.
ROI is the result metric of your marketing efforts and the budget spent. In other words measuring success or profit obtained from your paid campaign. Measuring ROI is different based on the objectives , the ROI can be leads, calls, sales, increasing followers ,engagement, shares, post likes. For example , if you want to measure the ROI for the sale campaign, then Here is how you can measure. ROI for Conversion = (Profit - Investment/Investment)X100% If you are spending $1000 and generated $1500 then the ROI is =(1500-1000/1000)= 50% Measuring ROI helps you plan your budget for the future campaigns
All due respect, but all of the items listed above are completely outdated. Reach and Frequency are nice but with the ability to be be hyper-targeted to a HH level or a tradeshow attendee, the mere definition of both need to be adjusted to the target audience and relative scale of objectives and goals. CPM and GRPs as an evaluation of what? relative cost perhaps, but most digital buyers have no idea what a GRP is and cant put CPM into context of the channel they are buying. A low CPM does NOT equal success unless your goal is undefined mass impressions on click-bait sites. ROI is different than ROAS. You should have defined parameters and goals set at the beginning of the planning process to benchmark ROAS.
Attention Attention metrics can help advertisers understand the relationship between ads and outcomes, like how much attention an ad needs to drive outcomes. Brands can measure their campaign’s success based on audience engagement.
While reach and frequency, gross rating points, and return on investment (ROI) are important metrics in media planning, they alone may not provide a comprehensive perspective. To gain a more well-rounded view, consider additional metrics like engagement indicators (CTR, likes, shares), conversion rates, cost per acquisition (CPA), brand awareness measures, customer lifetime value (CLV), attribution models, social sentiment analysis, ad placement quality, and customer feedback. These supplementary metrics offer deeper insights into campaign effectiveness, audience engagement, and long-term brand impact, enabling more informed decision-making in media planning strategies.
While TG mapping is critical most businesses/agencies tend to not dig deeper into the buyer persona and target the campaign based on it leading to lower efficacy rates.