Advertisement frequency is an important part of any successful digital advertising campaign, however it rarely takes the spotlight. Compared to more visible factors like powerful images, impactful wording, and accurate targeting, frequency is noticeably less glamorous, and is often one of the last pieces of a campaign to come together. After all, how much does the number of exposures to an advertisement really matter? Quite a lot, as it turns out.
Unsurprisingly, being exposed to an ad only once is not enough to recognize a brand or offer. Brand awareness is developed through familiarity, which is only achieved by being repeatedly exposed to an ad campaign through frequency. In other words, the goal of digital ads is reaching your audience as many times as possible, while avoiding fatigue that will reduce the effectiveness of the message.
If you have been in the industry for a while, you’re probably familiar with the ‘rule of seven’, which told us that people needed to see our ads at least seven times to fully resonate with the message and brand. Today, this figure has increased to 8-10 times, depending on the target audience. As consumers in the digital age, we need to see an ad more times to process the message because the number of advertisement channels have substantially increased in the last decade, which consequently creates an abundance of media noise.
On any given day, Americans are exposed to approximately 4,000 to 10,000 advertisements (including print, broadcast, digital media) on average–depending on their lifestyles and locations.