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New advertising research: Reach is no longer enough

The Interactive Advertising Bureau (IAB) will release research today that shows how consumers are creating their own “personal prime times”— or points of high-level engagement throughout the day across devices and content areas (news, sports, weather).

Adapted from an Interactive Advertising Bureau report; Graphic: Axios Visuals

Why it matters: The study suggests that brands should no longer expect a single, universal moment of greatest engagement from consumers throughout the day and that “traditional reach” metrics falter when they don't take consumer focus and intent into consideration.