Glossary A–ZLetter N
Net reach
Net reach states how many different people a campaign reached at least once, without double counting.
It is given as an absolute number or as a percentage of a target group. Anyone reached several times counts only once here.
Net reach matters to advertisers because it shows how widely a message was spread. An example: a campaign achieves 300,000 gross impressions but reaches only 60,000 different people; on average, each person reached could therefore have seen the advertising five times. For screens in places with many regular visitors, such as a staff canteen, net reach is well below gross impressions.
Net reach cannot simply be counted for screens, because the system does not know who passes by. It is estimated with models, for example from surveys, location data or footfall counts. Operators should therefore only state net reach figures whose source and method they can name. Adding up the net reach of several networks leads to double counting, as the same person can be reached in several networks.