9 De-duplicated Measurement Is Critical 03 04 Historically the silos of digital, linear, and OTT resulted in disjointed measurement that made it nearly impossible for brands. But, if you consider that 93% of linear impressions 05 reached just 55% of U.S. households, it’s clear that de-duplicated reach and frequency measurement should be a best practice that’s applied to every omniscreen campaign. 06 07 Strategic Tips to Optimizing Reach and Frequency 08 • Find a partner that can offer de-duplicated reach and frequency measurement 09 across all platforms to gain a true and unbiased measurement. • Stop over-saturating the same audiences; instead, optimize those wasted dollars on 10 incremental reach. 11 • Tie reach and frequency to conversion metrics to define your point of diminishing returns on frequency. Optimize remaining ad dollars to target untapped audiences. 12 13 14 93% of linear impressions 7% of linear impressions reached 55% of U.S. households reached 45% of U.S. households