Proximity Beyond Audiences Reimagines Performance Metric for TV
Proximity Beyond Audiences Reimagines Performance Metric for TV
MediaPost's Laurie Sullivan covered the release of a new joint report from Blockgraph and the 4As, spotlighting why proximity is an underutilized performance lever for TV advertising.
In the article, Blockgraph CEO Jason Manningham explains that the industry has long focused on targeting people based on who they are, not where they are. The report makes the case that households close enough to a store to act on an ad are a more reliable signal of conversion potential than demographics alone.
The report, Proximity and Performance: How Closeness Drives Outcomes Across the Media Mix, introduces a planning framework that starts with store locations, identifies households within a defined conversion radius, and prioritizes investment in markets with the highest density of proximity-qualified households. It's the same geography-first approach that underpins Blockgraph's Proximity Intelligence capability.
Download the report: https://www.aaaa.org/resource/proximity-and-performance-how-closeness-drives-outcomes-across-the-media-mix/
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