The Potential Reach is the number of people that could view your advertisement. The total potential reach is calculated based on a variety of different factors, some of which are how many pages an individual views, how long they stay on each page, what time they visit the site, and so forth. Studies have shown that in order to achieve high levels of exposure convergent advertising (covering several mediums at once) is necessary for a truly effective campaign. In other words, you need to advertise in the best possible way across all types of media if you want to maximize your potential audience exposure. It pays to think outside the box!