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 real people at scale, in contextually relevant ways, has created a wider range of types of frequency which may all be worth considering in different scenarios: execution frequency, versus message frequency, versus proposition frequency, versus brand frequency.
  • Ultimately, an understanding of the customer journey and a plan for the experience we want to design may have changed the fundamental meaning of frequency planning –towards a discussion around how we can most effectively use each interaction we have with consumers.