Why Is Frequency Important in Advertisement?
What is frequency and why should you care about it when you are trying to attract new clients? Frequency is the average number of times a person views your ad on a specific platform, such as Facebook, Twitter, or television. We calculate frequency by dividing the number of times an ad is displayed by the number of unique users who see the ad. Frequency is an average, which means that the exact number of times a unique individual might see your ad varies from user to user.
Some companies focus solely on statistics such as conversion rates, click-through rates, or cost per action. EMC marketers focus on these important statistics, but we also realize the importance of focusing our attention on frequency too.
Why is Frequency an Important Marketing Statistic?
Think about your impressions of marketing ads on Facebook or television. If you see an ad a couple of times, you are not as likely to remember the information as you are if you view the ad numerous times over several days or weeks. Ads with a low frequency do not make an impression. On the other hand, if you see an ad too often, you may become irritated with the company for “pushing” their message on you and interrupting your use of a platform or watching your favorite television program. Therefore, too high of a frequency can result in a negative effect.
How Does EMC Use Frequency to Enhance Your TV Ad Campaign?
Researching and testing frequency rates become critical for a TV campaign. We need to optimize the frequency rates to have a positive effect on other marketing factors. Our marketers continually review all marketing factors to ensure that we are hitting the correct frequency to give you the best performance and return on ad spend (ROAS) for your campaign.
When we see that a television ad or Facebook campaign is beginning to create negative feedback or adverse reactions because of frequency rates, we know it is time to create a fresh campaign to ensure your message continues to attract clients and gain positive traction across multiple marketing platforms.
Contact an EMC Advertising market specialist to discuss how we can help you maximize your advertising budget.