Brand Reach
Upwave’s Brand Reach validates reach, frequency and scale among targeted audiences–beyond age and gender–reducing waste.
As brand campaigns fragment across CTV, Linear, digital and other channels, and as targeting becomes more fine-grained, advertisers need more than high-level age and gender breakdowns to ensure their campaigns penetrate their target audience.
Upwave’s Brand Reach metric uses real attitudinal data and machine learning to verify whether a campaign is reaching a brand-specific audience, and go further with reach by channel, by media partner, by programmatic segment and any other media tactic. This capability enables advertisers to better assess whether their campaign has the effectiveness and scale needed to drive ROI, reduce media waste, and deliver meaningful impact within a target audience.
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Demographic and Behavioral Targeting Profiles
Validate Reach, Frequency and Penetration
Calculating Reach
Upwave leverages its comprehensive audience response and machine learning platform to determine:
Target Audience Size
How many individuals in the Target Audience exist in the entire population
Campaign/Tactic Reach
How many total people were reached by a campaign or a specific media strategy (channel, partner, segment, etc.)
On-Target Reach
How many individuals in the Target Audience were reached by the campaign or media tactic
On-Target Penetration
What percent of the Target Audience was penetrated by the campaign or media tactic
