Household Reach metrics are being added to help estimate the number of unique households a brand has reached. The focus is real household exposure, not individual device impressions. These will help you gain a more accurate understanding of your campaign's impact to help optimize media spend and improve campaign effectiveness.
On this page
- About Household Reach reporting
- Household Reach reporting insights
- Supported metrics and features
- Access reporting
About Household Reach reporting
Household Reach metrics are similar to the existing equivalent Unique Reach metrics, but estimate the number of unique households reached and not individuals by the same ads. These metrics consolidate devices like connected TVs, desktops, and mobile phones into a single count to prevent inflated impression counts from multiple views within a single household. The Household Reach metrics can help you understand campaign reach and frequency across households, help optimize ad spend, prevent ad fatigue, and refine audience strategies.
Household Reach reporting insights
Insights gained from Household Reach reports can provide a comprehensive outlook on campaign health. You can use information from these metrics to optimize frequency capping by preventing overexposure and reducing wasted impressions. Information from Household Reach reports can assist with budget allocation by helping understand effective budget reach for new versus existing households. Audience Insights help reveal how audience segments consume media within households and can help with media planning and creative development. If the data is available, you perform a competitive analysis that compares your campaign's Household Reach and frequency performance against industry benchmarks or competitors. These metrics can help develop a Holistic view of your campaign performance by evaluating advertising impact on a household-wide basis, instead of single-device metrics.
Supported metrics and features
The following are the new Household Reach metrics:
- Unique Household Reach: Impression Reach: The estimated number of unique households that saw an ad.
- Unique Household Reach: Average Impression Frequency: Average frequency at which an ad was seen by unique households. Example: A value of 1 means that, on average, households saw an ad once.
- Unique Household Reach: Exclusive Impression Reach: The estimated number of unique households that exclusively saw an ad for a given supported dimension value and saw no ad for any other value for that dimension, i.e. there is no overlap with any other dimension value.
- Unique Household Reach: Duplicate Impression Reach: The estimated number of unique households that did not exclusively see an ad for a given supported dimension value, for example, there is an overlap with at least one other dimension value.
- Unique Household Reach: Overlap Impression Reach: The estimated number of unique households that saw an ad for a given value pair of a supported dimension (for example: overlapped on both).
- Unique Household Reach: Impression Reach (pivoted): The estimated number of unique households that saw an ad N times or more (frequency) where N = 1, 2, …, 10."
- Unique Household Reach: Incremental Impression Reach: The estimated number of new unique households that saw the ad for the first time in a given time period and not in any of the previous periods.
- Unique Household Reach: Cost per Unique Impression Reach (USD): Average media cost (USD) at which an ad was seen by unique households.
- Unique Household Reach: Cost per Unique Impression Reach (Advertiser Currency): - "Average media cost (Advertiser Currency) at which an ad was seen by unique households.
- Unique Household Reach: Cost per Unique Impression Reach (Partner Currency): Average media cost (Partner Currency) at which an ad was seen by unique households.
- % Households reached: The percentage of total households by demographic that were reached
- Total households: The total number of households that include a given demographic
You can analyze these metrics across standard Display & Video 360 dimensions, such as Campaign, Insertion Order, Line Item, Date and Time, Geography (Country), Environment (for example: Web, App), Age, and Gender.
Access reporting
Access and analyze Household Reach reports in Display & Video 360:
- Sign in to your Display & Video 360 account.
- In the left-hand navigation, select Reports > Instant & offline.
- Select the “Unique Household Reach” template or start a report from scratch by clicking New instant report. Name your report, configure the date range, and add relevant "Household" fields under "Metrics". You can also add other dimensions or filters.
- Select Run report to generate your report, or toggle on Auto-run to automate report delivery.