Chase example of reducing reach by 99 percent
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Case example that illustrates more reach is not useful (drives business outcomes) of it's not real, human reach.
![April 2017 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Case in point… Chase
“JPMorgan had already decided
last year to oversee its own
programmatic buying operation.
Advertisements for JPMorgan
Chase were appearing on about
400,000 websites a month. [But]
only 12,000, or 3 percent, led to
activity beyond an impression.
[Then, Chase] limited its display
ads to about 5,000 websites. We
haven’t seen any deterioration on
our performance metrics,” Ms.
Lemkau said.”
“99% reduction in ‘reach’ … Same Results.”
Source: NYTimes, March 29, 2017
(because it wasn’t real, human reach)](https://image.slidesharecdn.com/chaseexampleofreducingreachby99percent-170421133846/85/Chase-example-of-reducing-reach-by-99-percent-1-320.jpg)
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Chase example of reducing reach by 99 percent
- 1. April 2017 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Case in point… Chase “JPMorgan had already decided last year to oversee its own programmatic buying operation. Advertisements for JPMorgan Chase were appearing on about 400,000 websites a month. [But] only 12,000, or 3 percent, led to activity beyond an impression. [Then, Chase] limited its display ads to about 5,000 websites. We haven’t seen any deterioration on our performance metrics,” Ms. Lemkau said.” “99% reduction in ‘reach’ … Same Results.” Source: NYTimes, March 29, 2017 (because it wasn’t real, human reach)