Building Efficient Reach: Solving the 'Glass Jar Problem' in TV and CTV
Jonathan Steuer of Simulmedia reframed media planning around a simple truth: Precision alone doesn't maximize reach — efficiency does
At the 2026 ANA Media Conference, Simulmedia's Jonathan Steuer introduced the "Glass Jar Problem" to explain why modern media strategies often fail to maximize reach. By breaking inventory into "rocks," "pebbles," and "sand," Steuer demonstrated how over-reliance on either tentpole programming or targeted CTV creates inefficiencies — and how a balanced mix anchored in underpriced linear inventory delivers more effective reach.
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