Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.
Brands risk alienating consumers and damaging the effectiveness of their campaigns if they over-target their ads, according to a new survey that warns of growing antipathy towards advertising in the UK.
Advertisers considering the optimal reach and frequency for their campaigns need to also think about the cross-platform effects of frequency and carry-over, according to Comscore, which has developed a new metric to take account of these factors.
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
The advertising industry is fighting fires on multiple fronts as it attempts to deal with issues affecting consumer trust while neglecting the one issue over which it has complete control, according to Direct Line’s Mark Evans.
Media planners should understand the development of the frequency debate and the implications of the plans that they put together, an industry figure advises; there is a cost to excessive frequency as well as a difficulty to overcome with ...
This month, Admap explores frequency and asks, how much is too much? GroupM’s Max Jaffe reminds agencies and brands that when it comes to programmatic advertising, the details really matter, especially from a measurement and frequency enforcement perspective.
Dan Calladine, WARC Exclusive, December 2018
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.