Reach refers to the total number of unique individuals exposed to a specific advertisement or campaign within a set period. It measures how widely a marketing message has been disseminated, indicating the potential audience size.

Reach helps marketers understand the extent of their audience coverage and is key for assessing the effectiveness of marketing efforts. High reach increases brand awareness and potential customer engagement.

There are two types of reach:

Potential Reach: The estimated number of people who could be exposed to an ad based on media placements.
Actual Reach: The actual number of unique individuals who have seen the ad.
 

Reach is often used with other metrics like frequency (how often the audience sees the message) and impressions (total views) to evaluate the overall impact of marketing activities. High reach, combined with targeted frequency, enhances advertising effectiveness by ensuring a broad audience is aware of the brand or product.