WHERE DO DIGITAL IMPRESSION GOALS COME FROM? 

How do you know the RIGHT number of impressions when launching a digital campaign? 

Here's a quick calculator to check the math.

Other Things To Consider

Estimating impressions needed to get good results is not an exact science...

The math behind the calculation above assumes anyone who sees one impression will also see all subsequent impressions. In the real world this isn't how it works, and that's just the start. THE INDUSTRY STANDARD DEFINITION FOR "REACH" IS THE NUMBER OF UNIQUE VIEWERS WHO SEE YOUR CONTENTAs a best practice, it's good to have an idea of the total target audience universe--not just unique viewers--as you consider different marketing options.

 

All impressions are not created equal. A display campaign where interaction is minimal? You'll need to buy more impressions to cut through the clutter. Non-skippable video on YouTube? Much more transparent and measurable. Is your brand well known or new? Is your creative amazing or does it need a refresh?

The bottom line is that all of these things matter in finding the right mix. There isn't a magic number that works across the board, so service providers should be able to communicate the WHY behind their recommendations beyond the number of impressions they have available to sell you.