Frequency: How much is too much? Admap summary deck

A summary of new thinking and best practice on frequency in the age of ad blocking from Admap.
  • There’s no one size fits all approach to frequency, as too little and the campaign risks having no impact, too much and advertisers risk wasting their money and annoying their target audience.
  • The widely-adopted frequency of 3+ over a purchase cycle is no longer optimal in a digital environment as research shows that more than 10 exposures can increase purchase intentions, but be aware excessive frequency has a negative impact.
  • Achieving effective reach has also changed, it can take more than one exposure to make an impact because consumers are distracted and avoiding ads.
  • Frequency depends on...

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