Controlling and optimizing reach is an important part of the planning process, one that shouldn't rely solely on increased budgets but, perhaps even more importantly, on making smarter media choices that can turn "good enough" results into stellar results.
In early 2011, TechMediaNetwork engaged in a comparative reach study with Media Darwin, a marketing research and intelligence agency, to determine the reach and efficiency outcomes of a media buy that included TechMediaNetwork, CNET and NetShelter Technology for the following audience segments:
The research objective was to compare TechMediaNetwork against key competitive sites (CNET and NetShelter Technology) to understand reach and cost per visitor metrics when a media budget was applied to sites individually vs. split between sites.
The methodology assumed a budget of $100K, a 30-day schedule, site reflective CPM's ($10 for TechMediaNetwork; $15 for NetShelter; and $25 for CNET) and utilized November and December 2010 comScore data. Two different planning scenarios were compared:
Scenario 1: $100K budget spent entirely on one site - TechMediaNetwork, CNET, or NetShelter
Scenario 2: $100K budget split 80/20 between a competitor and Tech Media Network.
Research results showed TechMediaNetwork would provide strong efficiencies for key audience segments on both a reach and cost basis for both Scenario 1 and 2.
The best segment opportunities, determined as a minimum of 2x reach at half the cost per 1,000 unique visitors were:
In addition, the following segments showed good competitive opportunities, determined as between 58-63% more reach at 2/3 cost per 1,000 unique visitors:
the addition of TechMediaNetwork to your media buy on CNET and NetShelter can provide a powerful boost to results you are looking for in your media plan!
For more detailed information on the specific segment results, please contact Gary Strauss, VP, Sales, TechMediaNetwork,
