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The Attention Economy and How Media Works pp 123–138Cite as

Palgrave Macmillan

Who Should You Impress (and Where Are They Hiding)?

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Abstract

The value of a reach point across media is not what it used to be. Traditional statements about ‘buying big media’ may no longer be relevant. This chapter describes who you should impress from a theoretical perspective. Bigger media give advertisers potential access to greater numbers of viewers who, due to the Law of Double Jeopardy, also happen to view slightly more often than consumers of smaller media brands. This has been an underlying principle of finding unique reach. But the practical reality of how to find big audiences is changing. When an online platform is twice as big, but a reach point delivers half the pixels to half the humans, half of which are duplicate accounts, any value in being big is cancelled out. Advertisers will need to demand full transparency from media owners.

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  1. Amplified Intelligence Pty Ltd, Adelaide, SA, Australia

    Karen Nelson-Field

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  1. Karen Nelson-Field
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Correspondence to Karen Nelson-Field .

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Nelson-Field, K. (2020). Who Should You Impress (and Where Are They Hiding)?. In: The Attention Economy and How Media Works. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-15-1540-8_8

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