What does reach indicate in advertising?

Reach in advertising refers to the total audience exposed to an advertisement at least once during a specific time period. This metric is crucial for advertisers because it helps them understand how many unique individuals have encountered their message, regardless of how many times they might have seen it.

Evaluating reach allows advertisers to gauge the potential exposure of their campaign and its ability to attract attention across a broader demographic. This means that regardless of frequency or time spent engaging with the ad, reach focuses solely on the number of distinct individuals who have viewed the advertisement.

The other options describe different advertising concepts. For instance, the number of times an ad is seen relates to frequency rather than reach. Cost per impression refers to the financial aspect of buying ad placements and has no bearing on audience size. Lastly, the effectiveness of the message pertains to how well the ad achieves its marketing objectives, rather than the concept of how many people were exposed to it.