How do I plan for frequency in an increasingly fragmented media landscape?

Explains how to plan frequency in an increasingly fragmented media landscape.
  • The focus on reach over frequency in most recent theories of media planning has meant that frequency has been seen primarily as a means to build effective reach and something that needs capping to avoid wasting money.
  • In today’s more fragmented media landscape there is also evidence that more frequency is better – somewhere in the 5-15+ range, depending on the medium.
  • There is no one size fits all answer to the question of optimum reach.
  • Cross-media frequency planning is complex but not impossible; identifying effective frequency by campaign and channel as the basis for cross-media planning is an effective...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands