Awareness and B2B buying
What is a total addressable market (TAM)?
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what it means here
Here is what the term means for a UK buyer
The definition above holds anywhere. Buying media in the UK adds the detail below, including where AdBuyMCP does something different.
AdBuyMCP counts a market in people: the companies that could buy from you, times the people in each buying group. For example, 3,000 companies with 4 people in each buying group is a market of 12,000 people. A plan's monthly price follows that number from one published rate (£100 a month for every 1,000 people in your market, for each time a week), all-in and before VAT, and plans are priced on a market of at least 10,000 people, so all four channels get enough to run.
Type your company website or work email to see who we think buys from you and what reaching them 3, 5 or 12 times a week would cost.
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related terms
These terms sit next to this one
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Buying group
The people at a customer company who take part in a purchase, from whoever finds the supplier to the budget holder who signs. It also takes in the people who will use the product and anyone who can block it, such as finance, IT or legal, because most B2B purchases are decided by a group.
Frequency
The average number of times the people in an audience see an advert in a period, usually a week or a whole campaign. It is impressions divided by the people reached, so it describes the audience on average and says nothing certain about any one person.
In-market and out-of-market buyers
In-market buyers are the businesses actively looking to buy in a category right now; out-of-market buyers will buy in that category at some point but are not looking yet. In B2B the out-of-market group is usually far larger, because companies replace most suppliers only every few years.
same group
These terms are also in Awareness and B2B buying
How B2B buyers choose vendors, and the words for planning how often your market sees you and how big that market is.