What is an Ad frequency?
Ad frequency refers to the average number of times an individual sees your advertisement over a given period. This metric helps marketers balance visibility and annoyance. A frequency that is too high can lead to ad fatigue. As a result, the audience becomes annoyed by the repetition. This could harm brand perception. Conversely, a frequency that is too low may not effectively convey the message or spur action. The analysis of ad frequency allows marketers to optimize their campaigns. They can achieve maximum impact without overexposure.
How to calculate Ad frequency?
To calculate ad frequency, divide the number of ad impressions by the number of unique users reached.
On the flip side, if the frequency is too low, you fail to make an adequate impression. For instance, a frequency lower than 2 might not be enough to communicate the message effectively. Industry benchmarks for ad frequency vary. A lower frequency may still be effective in sectors with longer buying cycles, like real estate or luxury goods. Conversely, in retail or e-commerce, a higher frequency could be necessary to stay top of mind amid competition.
Our key templates to track Ad frequency
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