Frequency: How much is too much?
This article is part of a series of articles on frequency. Read more.
Need to know
- In our more complex marketing environment, reach has gained in strength through its simplicity and the learnings from Ehrenberg Bass - while media fragmentation and new creative capabilities have made frequency a more difficult concept to grapple with, and thus less favoured metric.
- Increased demands on consumer attention and the changing nature of creative ‘real estate’ mean that optimal frequencies are likely significantly higher than in the past.
- While our ability to identify, understand and activate...