Introduction
How many times does a consumer need to see an ad for it to be effective? How does the level of frequency affect different KPIs?
The frequency question has long been discussed in media circles but never fully answered. There is a good reason for this: frequency planning is complex and there isn’t a one-size-fits-all answer. There is no magic number or golden rule. Whatever preface we use, whether ‘optimum’, ‘efficient’ or ‘effective’, the right level of frequency will depend on campaign objectives and will differ by advertiser – each with their own circumstances, category position and brand maturity....
