What does a campaign with a high number of impressions but low reach suggest?

A campaign characterized by a high number of impressions and low reach indicates that the same users are viewing the content multiple times. Impressions refer to the total number of times an ad is displayed, regardless of whether it is clicked or not, while reach denotes the number of unique users who see the ad. In this scenario, the high impression count suggests that the ad is being shown frequently, possibly to a smaller audience, which leads to the same individuals encountering the content repeatedly. This dynamic can often arise when an ad is retargeted to past viewers or if it is shown across multiple platforms that the same user frequently visits.

Understanding this interplay helps marketers refine their strategies; for example, they might adjust targeting parameters or diversify their ad creatives to increase reach and engage a broader audience. This context explains why the other options do not align as well with the scenario presented. High impressions and low reach do not imply poor visibility or failure to engage users in a general sense, nor do they indicate a large number of unique visitors, as those elements would exhibit different metrics in campaign performance.