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 framework introduced in the report reframes how TV's role in a media plan should be evaluated. Rather than treating TV primarily as a reach and awareness vehicle, a proximity-informed plan uses linear and connected TV to build reach among the households closest to an advertiser's locations — creating the conditions for conversion that downstream channels then realize. The planning question shifts from where to buy impressions to which households are close enough to act. That distinction is what separates campaigns that deliver impressions from campaigns that drive real-world outcomes, and it's what proximity intelligence makes operational at scale.
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.
For a deeper look at the framework and its implications for media planning, read The Closest Household Is the Most Valuable Household.
Download the report: https://www.aaaa.org/resource/proximity-and-performance-how-closeness-drives-outcomes-across-the-media-mix/
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