Is it time to move on from frequency?

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

Frequency: How much is too much?

This article is part of a series of articles on frequency. Read more.

Need to know

  • In our more complex marketing environment, reach has gained in strength through its simplicity and the learnings from Ehrenberg Bass - while media fragmentation and new creative capabilities have made frequency a more difficult concept to grapple with, and thus less favoured metric.
  • Increased demands on consumer attention and the changing nature of creative ‘real estate’ mean that optimal frequencies are likely significantly higher than in the past.
  • While our ability to identify, understand and activate...

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