What could explain a shoe advertiser's low reach in a campaign targeting women ages 18-35 in London who like vegan shoes?

A low reach in a campaign targeting women ages 18-35 in London who specifically like vegan shoes could be explained by the narrow target audience. This demographic is quite specific and limits the pool of potential viewers. When advertisers narrow their focus to particular interests—such as veganism and specific age and gender demographics—they inherently reduce the number of individuals who fit all the criteria simultaneously. This can lead to a situation where the campaign is not being shown to enough people, thus impacting the overall reach.

In particular, targeting such a specific niche means that the audience size might not be large enough to generate significant reach through typical advertising efforts. For example, while there might be many women in that age group in London, not all of them will be interested in vegan shoes, and thus the campaign is likely to limit its exposure only to those who meet all these specific criteria.

In the context of digital marketing strategies, it is essential for advertisers to balance specificity with audience size to ensure that there is sufficient volume to achieve the desired reach while still effectively targeting the right demographics.