Reach optimization made simple: How to grow your brand the right way

Marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 advertisements each day.

So what can brands do to get their ads seen, at scale? That’s where reach optimization comes in. Simply put, reach optimization is all about making sure your ads are seen by as many relevant people as possible, without overspending or overexposing certain audiences. When done right, it boosts brand awareness, drives engagement and helps businesses grow.

In this article, I’ll cover why reach optimization matters, key metrics, the steps to put it in action and some tools to help you get it right. 

More reach = more growth

If you want your brand to grow, you need to reach more people, plain and simple. 

Research from the Ehrenberg-Bass Institute shows that expanding your audience, rather than just increasing frequency among existing customers, is the key to sustainable growth. Think of it like fishing in a bigger pond: The more people who see your brand, the more potential customers you gain.

Expanding audience diversity

Focusing too narrowly on a specific group can lead to stagnation. Reach optimization ensures your ads connect with a diverse audience, helping you break into new markets and attract fresh customers. 

By broadening your reach, you make sure your brand stays relevant and competitive.

"Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just marketing, sales, or service."

– Dharmesh Shah

Key reach optimization metrics

To get the most out of your reach strategy, you need to track the right numbers:

• Reach: The total number of unique people who see your ad.

• Impressions: The total number of times your ad is viewed.

• Frequency: How often an individual sees your ad on average.

• Share of Voice (SOV): Your brand’s visibility compared to competitors.

• Effective reach: The percentage of your audience that sees your ad at an optimal frequency — enough to make an impact, but not so much that it becomes annoying.

1. Mix up your channels – A combination of social media, TV, streaming and display ads helps expand your reach and avoids overloading a single audience.

2. Find and expand the right audience – Use data-driven insights, lookalike audiences and AI-powered tools to discover and target high-potential customers.

3. Go cross-device – People switch between phones, tablets and desktops all day. Make sure your ads follow them seamlessly.

4. Keep frequency in check – Showing your ad too many times can annoy potential customers. Adjust frequency caps to maintain balance.

5. Tailor by location – Customize your ad delivery based on regional preferences and behaviors for better results.

YETI: From niche to mainstream

YETI, originally known for its high-end coolers, has a compelling case of expanding brand reach, achieving a 19% growth in a single year. 

Initially targeting outdoor enthusiasts, YETI broadened its audience through strategic marketing and product diversification. By introducing new products like drinkware and bags, and engaging in storytelling that resonated with a wider audience, YETI transformed from a niche brand to a household name. 

This approach not only diversified their product line but also attracted a broader customer base, significantly enhancing their market presence.

These cases illustrate how brands can effectively expand their reach through strategic marketing, product diversification and leveraging various advertising platforms.

Key takeaways

• Spread your ads across multiple platforms to reach new audiences.

• Use AI to identify and expand your target market.

• Test and tweak your creative assets to ensure broad appeal.

• Monitor frequency metrics to avoid overexposure and wasted spend.

1. Zappi 

A fully connected consumer insights platform that allows brands to test and refine their ads, from concept to fully developed creative, before scaling up reach. 

By using real audience feedback, Zappi allows brands and advertisers to optimize their ads to their fullest potential to ensure maximum appeal and effectiveness before launching as full-scale campaigns.

Zappi’s highly predictive advertising research system helps you bring consumer insights throughout your creative process, fuelling ad development and ensuring your ads win with consumers.

2. Google Ads Reach Planner

A forecasting tool designed to help advertisers estimate the reach and frequency of their campaigns across YouTube and Google’s Display Network. It provides insights into audience size, potential impressions and budget recommendations, making it easier to plan effective reach-based campaigns.

3. Meta Audience Insights

A tool within Facebook Ads Manager that allows marketers to analyze audience demographics, interests and behaviors. It helps identify new reach opportunities by revealing insights about both existing customers and potential new audiences, ensuring more precise targeting.

4. The Trade Desk

An advertising platform that allows advertisers to optimize their reach across multiple digital channels, including connected TV, audio, display and mobile. It uses AI-driven decision-making and data partnerships to help brands expand their audience efficiently.

5. Nielsen Digital Ad Ratings

A measurement solution that provides real-time insights into digital ad reach and audience demographics. It helps advertisers assess campaign performance by verifying whether ads are reaching the intended audiences at the right frequency levels.

Reach optimization isn’t just a nice-to-have — it’s a must for brands that want to stay competitive. 

By using smart strategies, the right metrics and advanced tools, you can make sure your brand message reaches more people effectively. The key is to strike the right balance: Broadening your audience while keeping efficiency in check. 

With the right approach, you’ll maximize impact and set your brand up for long-term success.