CBS and Simulmedia have partnered to explore the reach and frequency imbalance currently affecting TV advertising. This whitepaper explores why this imbalance is so prevalent, how it’s impacting the efficiency of so many campaigns, and how brands can leverage technology to help them solve the problem,
increase reach against their target audience, and make TV a growth driver for their businesses.
• Why the reach and frequency imbalance is so prevalent
• How reach-frequency imbalance is impacting campaign efficiency
• What the optimal frequency is for a campaign
• How brands can solve the reach-frequency imbalance problem
… in this era of increasing fragmentation, it costs more money to reach the same number of people, even as advertising budgets are relatively flat year-over-year.