As an advertiser, understanding average frequency is crucial in determining how often your target audience sees your ads. It helps you to ensure that your ads are not underexposed, overexposed or underutilized. Average frequency refers to the number of times an ad is shown to a unique viewer within a certain period. This article provides a comprehensive guide to average frequency and how it impacts your advertising campaigns.
Average frequency is the average number of times an ad is shown to a unique viewer within a specific period, typically a week or a month. It is calculated by dividing the total number of impressions by the number of unique viewers. It shows how often an ad is displayed and how many people see it.
Average frequency plays a significant role in creating successful advertising campaigns. Here are some key ways it affects your advertising efforts:
CPM or cost per thousand impressions reflects the amount you pay for every one thousand impressions. Knowing your average frequency allows you to determine if you are getting value for your money.
Your ad impressions are how often your ads are displayed. If you have a high average frequency, you may be wasting your ads on people who have already seen them.
Reach refers to the number of unique viewers who see your ads within a specific period. Average frequency determines how much reach you can achieve within that period.
Frequency capping limits the number of times an ad is shown to a viewer within a specified period. With this feature, you can limit over-exposure and ensure that your audience sees fresh content.
Over-the-top (OTT) advertising refers to video content delivered via the internet rather than traditional broadcasting methods like radio and television. Understanding your average frequency can help you optimize your OTT advertising.
Different campaigns require different average frequencies. Factors such as the type of campaign, target audience, and budget will influence the ideal average frequency. It would be best to test multiple frequencies to determine which one works best for your campaign before settling on a specific frequency.
If you find that your average frequency is low, here are some tips to increase it:
The optimal average frequency depends on your campaign's goals, budget, and audience. However, most experts suggest that four ads per week is a reasonable frequency for most campaigns.
Average frequency plays a crucial role in advertising campaigns. It helps you optimize your ad campaigns and ensures that you are getting value for your money. To succeed in advertising, you must understand how to use average frequency to get the most out of your ad campaigns.