SYDNEY: There’s a link between increased ad frequency and brand resonance in some categories, but more than a fifth of digital ads - 22% - in Australia are failing to boost key brand metrics at all, according to a new report.

Nielsen’s Digital Brand Effect report, released this week, revealed that the number of times an ad is viewed by a customer can have a big impact on brand awareness and shopper intent, but one size does not fit all when it comes to specific categories.

The report revealed a link between the number of times a consumer sees a digital ad and increased brand awareness, with resonance increasing with each additional viewing. The data reveals that in Australia, if a consumer is exposed to a digital ad between five and nine times, brand resonance can increase by up to 51%, with shopper intent also rising.

“Campaign objectives of awareness and intent show a strong link to frequency,” said Gabrijela Okadar, Nielsen manager of marketing effectiveness. “For campaigns with these objectives, resonance can be increased with every additional exposure.”

However, marketers that choose to bombard their target audiences with digital ads may still be doing harm to their primary objectives: for campaigns targeting brand preference and brand favourability, between three and six exposures offers optimal ad performance.

Likewise, increased ad frequency is more effective in some categories than others: FMCG, consumer electronics and retail brands are all more likely to benefit from increased ad frequency to stay top of mind with Australian consumers, but that strategy is less effective for financial brands.

“Understanding how the objective of the campaign and product category influence this response can help advertisers to drive better results,” said Okadar.

“To avoid paying for exposures they don’t need, and to maximise resonance with consumers, brands and advertisers will benefit from an understanding of this optimal frequency effect.”

Data sourced from Marketing, B&T; additional content by WARC staff