Efficient frequency management

Mark Connolly

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 advertising today leaves much to be desired. Only by recognising the flaws in current practices and making significant changes in the way it is bought, can advertisers fulfil the promise of digital and improve their RoI.