Frequency: How much is too much?

March 2019


Welcome to Admap March 2019

March 2019: Frequency: How much is too much?

Catherine Driscoll, Commissioning Editor for WARC Knowledge, introduces the theme of Admap March 2019 – Frequency: How much is too much?

This issue of Admap considers how optimal frequency has changed with the proliferation of digital channels and the rise of ad avoidance.

Catherine runs through the expert authors contributing to this issue, headed by Chris Sloane of Gain Theory.

Quick read

Frequency: How much is too much?

A quick PDF-based guide to frequency:

  • Frequency effectiveness
  • Frequency capping
  • Recommendations and risks of overexposure

Feature articles

The evolution of effective frequency

Author Chris Sloane
Company Gain Theory

Opinion: The risks of over-exposure: how ad bombardment promotes consumer mistrust

Author Mark Evans
Company Direct Line Group

How to make sense of cross-platform measurement

Author Sean Pinkney
Company Comscore

Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Authors Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Walls
Company University of Tampa / Delta Modelling Group / Mississippi University for Women / BDJ Solutions

Is it time to move on from frequency?

Authors Michael Chadwick & Richard Frampton
Company Dentsu Asia-Pacific

Frequency capping on Amazon

Authors Patrick Miller & Sandy Welsch
Company Flywheel Digital

AI’s role in frequency capping

Author Dhoreena Ventura
Company Sizmek

Author advice

Sean Pinkney, Comscore

Sean Pinkney, director of data science marketing at Comscore advises marketers on advertising frequency in cross-media campaigns.

Themes from previous months