If they are a cold prospect and they are not interested in the brand, you could be doing more harm than good if you continue to target them with a frequency too high.įor branding campaigns, we would recommend a frequency cap of 3 ads per week. When re-targeting users who are warmer prospects, you will want to impose a higher frequency cap to nudge users to convert. How often would you want to see an ad before it starts to annoy you?ĭifferent targeting tactics will also influence your frequency cap. Whichever you choose, always have the users' experience in mind.
This could be set at a lifetime level, a weekly level or even daily. Frequency capping limits the number of times a user will be exposed to an ad over a period of time. We recommend imposing a frequency cap every time you run a digital campaign, always basing it on your campaign objective. A low frequency will ensure that you are reaching a wider group of users, while a high frequency narrows your reach, but boosts the exposure your users will have to the campaign. What is the perfect frequency? This is not a question that has an answer, but when thinking about the average frequency you wish your campaign to deliver, you will want to link it back to your campaign objectives and take into consideration how past campaign frequency numbers influenced sales or brand metrics.
If it is too low, are users being exposed enough to take on your campaign message? The message here is that use the frequency metric in digital campaigns as a guide, rather than an absolute truth - if it looks high then you are most likely spamming users, annoying them and ultimately damaging your brand. With the proliferation of devices comes the challenge of accurately tracking exposure to a campaign (as it is hard to link a single user to multiple devices) when cross-device targeting has not been 100% solved. This however, comes with a caveat - it is becoming increasingly harder to accurately measure frequency as the number of devices the average person uses on a day-to-day basis has increased tenfold. In the digital world, this has moved on substantially, especially as we are now able to report on very granular levels of delivery data. While they were estimates, they were (and still are) commonly accepted and used to base judgments on how much budget should be used for certain media channels and vendors.
#Media math calculator Offline#
We discuss the optimum frequency level for your objective and how you should set a frequency cap in the section below.įrequency - alongside reach - were the classic media metrics that were used to calculate delivery across offline channels such as television and print. Frequency is a key metric for brand campaigns, especially when calculating to see how many times someone in your target audience has been exposed to an ad. Advertising frequency is the number of times an ad or impression has been served, per unique user.
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