‘Big difference between 1,000 Corollas and 1,000 Ferraris’: Why ThinkPremiumDigital argues platform audience reach is a poor proxy for effective attention – especially on digital video

There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, ThinkPremiumDigital says, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention. And yet, a platform’s reach often dictates a brand’s investment level. “Somebody on the platform doesn’t mean they saw an ad,” ThinkPremiumDigital General Manager Venessa Hunt says. MediaScience’s CEO Dr Duane Varan looked into this, finding it took five hours of social video to reach one minute of effective audience exposure. Conversely, it took just 12 minutes for premium video. “You cannot assume all exposures are equal,” Dr Varan says. MediaCom’s Client Partner, Lynsey Mogridge, says clients are open to this, they’re already planning on sales, not just reach or CPMs. Foxtel Media Director of Customer Engagement, Toby Dewar, says this research “talks to the old tradition, which is: context matters.”See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.