Frequency: How much is too much?

Admap, March 2019

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Opinion

Striking the right balance between effective recall and not irritating customers with too many advertisements is challenging.

Article

Considers if the industry has fallen out of love with frequency as our consumption and understanding of media has evolved.

Opinion

This month, Admap explores frequency and asks, how much is too much? GroupM’s Max Jaffe reminds agencies and brands that when it comes to programmatic advertising, the details really matter, especially from a measurement and frequency enforcement perspective.

Research Paper

Looks at the history of frequency theory and what this can teach us in today's media environment.

Opinion

This month, Admap puts the spotlight on Frequency. We asked Mark Evans, Marketing Director, Direct Line Group, for his views on this challenging topic.

Research Paper

Examines the link between advertising repetition and consumers’ purchase intentions, calling into question current advertising practices that suggest that anything more than 10 exposures is excessive.

Article

Provides broad considerations for marketers when thinking about frequency, while reaffirming that there is no rule book to follow.

Opinion

This month, Admap explores frequency management. Jeff Meglio, VP of Agency Partnerships, Sovrn, explains why quality matters more than quantity.

Article

Explains the results of research by Comscore, which details a sophisticated model to combine recency, frequency and interactive effects on campaigns across digital media.

Article

A summary of new thinking and best practice on frequency in the age of ad blocking from Admap.

Article

Provides marketers with some guidelines on what they need to know about frequency capping when advertising on Amazon.

Article

Discusses two different types of frequency capping, manual capping and AI-assisted capping, and how best to implement them into your marketing strategy.