For advertisers, setting a frequency goal is one of the most effective ways to ensure your campaign makes an impact with the right number of impressions. While reach ensures your ads are seen, frequency determines how often they are viewed. Finding the right exposure balance is the key to maintaining brand awareness.
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The frequency goal in advertising is a defined, specific number of impressions to be targeted for a user. It acts as a guideline to prevent overexposure, which often leads to ad fatigue and wasted budget. Unlike frequency capping, a frequency goal serves a broader strategy to shape campaign effectiveness and align with specific marketing objectives. To set an ad frequency goal, you can use the frequency capping feature within the programmatic advertising solution settings. You can typically find this feature in campaign settings.
The effectiveness of an ad depends on the quality of its creative, the targeting and the effectiveness of its messaging. Audiences often need multiple exposures to recognize and recall a brand message, and setting a frequency goal helps advertisers maximize repetition frequency. However, too many ad impressions can have the opposite effect, potentially damaging brand perception.
A frequency goal maximizes recall by ensuring users see the message enough times to remember it. It also reduces wasted spend by avoiding excessive impressions to the same audience. A frequency goal improves the user experience by preventing ads from annoying the user with repetitive ads.
To set the frequency goal, start by determining your optimal ad frequency. This will allow you to maximize ad recall without annoying your audience. Before starting, there are several factors that can influence the frequency goal.
First, check your campaign objectives and understand which type of campaign you have. For instance, awareness campaigns can benefit from a higher frequency, while conversion campaigns perform better with a lower frequency. For a consideration campaign, try to balance exposure with fresh creatives.
Consider your brand’s recognition and market position. An established brand often needs fewer exposures because audiences already recognize it. New brands may need high-frequency goals to stand out and establish a presence. Also, take into account the duration of the campaign. A short campaign may need a higher frequency to achieve impact, while with a long campaign, you can spread the repetitions. Finally, remember that showing the same ad too often leads to wear-out.
Advertisers get measurable advantages by setting a clear frequency goal. First, it ensures the ads reach audiences the right number of times without oversaturation. It also prevents wasted impressions, lowering costs and increasing return on ad spend.
Setting a frequency goal also helps advertisers reduce the risk of a negative brand perception. Finally, a well-defined frequency goal creates more efficient campaigns that align with business objectives and drive stronger engagement.
