Glossary: Reach

Reach: The percentage of your target demo that visit the website you’re advertising on.

If you’re looking to hit as many people in your demo as possible by buying on as few sites as possible, reach is your metric of choice. If your target is pretty broad, you’re going to be looking at buying on the big sites like Yahoo! or even Facebook.

But reach ain't everything.

If you have a very narrow target, you can still hit them usually by going on the big sites (my Yahoo! reps tell me that when you combine all their properties together they approach 100% reach), but it’ll cost you a decent chunk of change. Why not find a bunch of smaller sites that your demo visit, and buy on them for cheaper? That’s where % Comp UV comes in.