If you’re in the advertising industry, the concepts of reach and relevance will not be new to you, but as advertising has evolved online, these factors have gained much more importance in respect to how successful your advertising campaigns will be.
Some of my recent research has revolved around interactive and online advertising and digital or e-marketing. So I started to think about developing a simple model (most models start with a triangle).

What you can see is that three major factors for being successful in the Online Advertising industry; Reach, Relevance and Recognition.

REACH

This is essential in understanding how big your audience is, where they come from and whether you need to target specific markets, or can broadcast your links openly.

RELEVANCE

You could say that this is something of a buzz-term, with lots of focus on gauging your audience correctly, trying to match their keywords or search terms with the right kind of advertising. You also need to match sure that your advertising runs long enough and yet not too much, as well as right time for the right audience.

RECOGNITION

We’re talking about results, what is the return on investment (ROI) for the advertiser and what is the revenue potential for the publisher, and is everyone getting value?
I recognize that this is just one of any number of potential scenarios for the Online Advertising industry, but it is something to reflect upon. If you score highly in these three categories then there’s a good chance your campaigns will be a success.