MediaMind Calculates Impressions-to-Reach Ratio
ADOTAS – You have every reason to be skeptical of reach numbers, Criteo’s John Kelly explained last month in a column title “When Reach Doesn’t Equal Reach.” I’m always receiving press releases with impressive numbers that mean little to me — 80 million uniques! 2 billion uniques! Every single person on the planet (potentially) saw your freakin’ ad!
I can’t wait till I get a release that quotes a reach of “80 trillion uniques!” What, does that include the entire Federation of Planets? 23rd Century (original “Star Trek”) or 24th Century (“Next Generation”)?
Especially when it comes to display campaign metrics, reach measurement tends to be inaccurate because it doesn’t take into account the number of users that dump their cookies. Ad serving tech firm MediaMind claims simple cookie-counting can overestimate unique users by as much as threefold.
On the other hand, MediaMind’s Media Ratings Council-certified Adjusted Unique metrics circumvent this issue by identifying when cookies are deleted and adjusting metrics accordingly. Using this technology, the company recently set some benchmarks for display impressions versus number of uniques reached.
In the U.S., it seems to be a case of diminishing returns — it takes
- 50 million display impressions to reach five million users;
- 100 million impressions to reach 10 million unique users; and
- and 200 million impressions to reach 18 million users.
Still, it seems to be easier to reach uniques here than in Europe: 120 million impressions are needed to reach 10 million unique users in the old country. Check out all of MediaMind’s research here.
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