The Quest for Incrementality

There are a number of reasons why brands seek incremental reach on TV plans. Whether it be under/over frequency on target audiences, overexposure to the Heavy TV Viewer or just inefficient targeting strategies, many marketers are left with a reach plateau, and they feel like they need to spend more to reach more. Ampersand’s VP of National Sales, Brian Morse, will explain the strategies necessary to combat these plateaus on the quest for incrementality.