Ad Frequency: Is More Really Better?
Let’s talk Ad Frequency – aka the average number of times your ad is displayed to a unique user – aka impressions divided by reach. Historically, brands have approached frequency for frequency’s sake. More impressions = more top of mind = greater likelihood of purchase. Nowadays, the path to purchase is more convoluted in some ways, and simplified in others. In this context, what matters is context! Or more specifically, sustained, ongoing exposure, supported by context. Platform variation, placement variation, content variation, all working in concert across a strategic ad delivery path to familiarize consumers with who you are and what makes you stand out.