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 maximizing spend and advertising impact. Once that is known, advertisers can tailor an advertising schedule that reinforces their message(s) without oversaturation and wasteful ad spend.
  • Combining recency decay and frequency wear out reveals campaign insights that are not evident studying the two measures separately. A cool-off period in the middle of a campaign, before increasing frequency to previous levels, boosts repetition and recency effects. However, the relative effectiveness of impressions may dwindle due to the campaign itself becoming stale – not evident when interactive effects are not included.
  • Understanding the cross-platform recency and decay effects allows for campaign flight optimization through what-if scenarios. The research shows the intricate balance advertisers need to strike to optimize campaign effectiveness across impressions, time and platforms.
  • The recommended number of impressions increases exponentially for linear increases in effect.
  • It’s not just about how much reach and frequency is optimal, but also about when, for how long, and, perhaps most importantly, the best way, to shift tactics during the campaign to optimize spend and ROI.