Reach
The number or percentage of unique people or households exposed to an ad or campaign. Reach is a key metric for understanding audience scale across TV, CTV, streaming, and digital media.
Reach and Frequency Optimization
The process of balancing how many unique people see a campaign with how often they see it. Reach and frequency optimization helps advertisers reduce wasted impressions, manage overexposure, and improve media efficiency across TV, CTV, and omnichannel campaigns.
Retargeting
A digital advertising tactic that re-engages people who have previously interacted with a brand, such as visiting a website, viewing a product, submitting a lead form, or engaging with content. Retargeting helps move audiences closer to conversion across display, paid social, video, CTV-adjacent, and omnichannel campaigns.
RFP (Request for Proposal)
A bid proposal document issued by a prospective client to a list of marketing agencies. The term RFP refers to both the proposal solicitation process and the RFP document. This document presents agencies with a list of typical RFP questions about the services, methodology, and costs that will go into fulfilling the company’s needs for […]
ROI (Return on Investment)
Marketing ROI is the practice of attributing profit and revenue growth to the impact of marketing initiatives. By calculating the return on marketing investment, organizations can measure the degree to which marketing efforts either holistically, or on a campaign basis, contribute to revenue growth
ROAS (Return on Ad Spend)
A performance marketing metric that compares revenue generated to advertising spend. ROAS helps marketers evaluate the efficiency of TV, CTV, search, social, display, and omnichannel campaigns.
Run of Schedule Media Buying
A media buying approach where ads are scheduled across available inventory within a defined network, station, platform, or time period rather than being limited to specific programs or placements. Run of schedule buying can help advertisers increase reach, improve efficiency, and access flexible TV, CTV, or streaming inventory.