Frequency: How much is too much?
This article is part of a series of articles on frequency. Read more.
Need to know
- The Comscore research shows results of a sophisticated model to combine recency, frequency and interactive effects on campaigns across digital media including OTT, mobile apps and desktop.
- Advertising frequency and carry over has been extensively researched, but models usually focus on within-platform effects and relative share to overall conversion – i.e. they do not typically consider non-linearities in frequency and carry-over effects across platforms.
- Knowing how ad impact decays over time is a critical component to...