Frequency

What is Frequency?

Frequency refers to the number of times an ad is shown to the same user within a specific period. It is a crucial factor in determining ad exposure and brand recall.

Examples of Frequency

• High Frequency: An ad is displayed multiple times to reinforce brand messaging.
• Low Frequency: Limited ad exposure that may reduce brand recall.
• Frequency Capping: Controlling the number of ad impressions per user to prevent overexposure.

Key Points about Frequency

• Frequency impacts user perception and brand awareness.
• Optimal frequency enhances ad recall and user engagement.
• Excessive frequency may lead to ad fatigue and negative sentiment.

Frequency Best Practices

• Implement frequency capping to balance exposure and user experience.
• Analyze frequency data to determine the optimal exposure level for your audience.
• Use retargeting strategies to reinforce messaging without overwhelming users.

Considerations

• Monitor frequency metrics to avoid overexposure and ad fatigue.
• Tailor frequency strategies based on campaign objectives and audience preferences.
• Align frequency with the user's stage in the purchase journey for maximum impact.