Reach and search.
Offline and online.
Two different beasts.
Both driven by intent.
Offline being driven by the advertiser’s intent. Which is why reach is best served through an interrupt and repeat strategy.
Online being driven by the user’s intent. Which is why search is best served through an intrigue and respect strategy.
Offline will always be about impressions or how many.
Online will always be about involvement or how long.
Offline will be the home of short messages/commercials running in front of large audiences.
Online will be the home of longer messages/commercials running in front of smaller audiences.
Both offline and online will be needed to make a sale.
Offline will lead interested consumers online.
Reach is how advertisers search for consumers.
Search is how consumers reach out to advertisers.
Which ironically, makes search and reach the same thing.
Just from different points of view.