TV advertising agency Marketing Architects announces Reach Index Optimization (RIO), a new capability built directly into Annika, its proprietary media-buying AI. Powered by third-party audience composition and reach data, the index gives Annika a real-time view of where a brand's target audience is most concentrated across linear TV networks and dayparts.
Reach Index Optimization automatically directs media dollars to highest audience concentration.
Accounts for current in-market delivery, unique reach, and next dollar impact.
Scores linear TV placements based on concentration of brand's ideal audience.
Predictive reach signals enable staying ahead of audience shifts.
Available now to Marketing Architects clients.
Built into Annika proprietary media-buying AI.
TV campaigns run across hundreds of network/daypart intersections. At that scale, even small inefficiencies in audience targeting compound quickly. Without a systematic way to score placements by audience concentration and reach potential, buying decisions rely on historical patterns and manual analysis. RIO changes that by making audience composition, saturation levels, and predictive reach data a continuous, automatic input within the buying process. The feature scores linear TV placements based on the concentration of a brand's ideal audience. A higher score means a greater predicted share of that audience will watch there so that the next dollar invested delivers the most unique reach possible. Annika factors those scores into buying decisions continuously, prioritizing placements where the target audience is present and most likely to grow.
Buying against historical data alone means chasing audiences after they've moved. Predictive reach signals let Annika stay ahead of audience shifts so budgets follow viewers rather than lag them. Annika uses audience composition, network/daypart data, and predictive reach signals to automatically optimize media investments toward content with the highest density of target audience viewers, maximizing both current and future reach.
About Marketing Architects
Marketing Architects is an All-Inclusive TV agency that rebuilt the traditional agency model to help brands drive profitable growth. Founded in Minneapolis, Marketing Architects has spent 30 years building homegrown technology to solve TV's pricing, measurement and scale challenges.
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