Efficient frequency management

Research has found that digital advertising effectiveness is limited by bad practice in frequency management: this article explains how brands are wasting budget and how to combat this.

Efficient frequency management

Mark ConnollyAudienceScience

Bad practice in frequency management is limiting digital advertising effectiveness and studies involving major international brands show how and where digital advertising budget is being wasted.

It seems that with digital advertising, we have finally found a medium that offers real accountability, with targeting capabilities that make it possible to achieve the advertising Holy Grail: reaching the right person at the right time with the right offer. So, it’s no surprise that spend on digital display advertising in the UK rose 12.4% year-on-year to £1.3 billion in 2012 (PwC/IAB).

However, so much of digital...

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