Frequency: How much is too much?

Admap, March 2019

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Article

Considers if the industry has fallen out of love with frequency as our consumption and understanding of media has evolved.

Research Paper

Looks at the history of frequency theory and what this can teach us in today's media environment.

Research Paper

Examines the link between advertising repetition and consumers’ purchase intentions, calling into question current advertising practices that suggest that anything more than 10 exposures is excessive.

Article

Provides broad considerations for marketers when thinking about frequency, while reaffirming that there is no rule book to follow.

Article

Explains the results of research by Comscore, which details a sophisticated model to combine recency, frequency and interactive effects on campaigns across digital media.

Article

Provides marketers with some guidelines on what they need to know about frequency capping when advertising on Amazon.

Article

Discusses two different types of frequency capping, manual capping and AI-assisted capping, and how best to implement them into your marketing strategy.