Why reach and the long term matter: perspectives from Hegarty, and the gap between the crowd and the evidence

Emma Pengelly

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

Reach matters. Speaking at JCDecaux’s IAB Digital Upfronts event (London, October 2018) Sir John Hegarty argued that too many marketing directors are under the impression that “broadcast is a waste of money”. Hegarty defended traditional media channels, commenting on their unrivalled above-the-line impact and reach. He urged listeners to recognise the brand-building offerings of traditional OOH and TV mediums within a digital world.

Fittingly, Hegarty explored the topic through OOH, “I do think posters are one of the most amazing mediums…increasingly, as we’re an urban population, that is going to become more and more powerful.” He cited that 83% of...

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