Frequency
DefinitionPaid Media
Frequency
The average number of times a reached person is exposed to a campaign in a period. The working question is not the mythical perfect number but where added exposures stop buying memory and start buying fatigue.
Evidence from the library
180 vs 100 indexWidening reach drives incremental sales that high-frequency targeting missesStat1-5% over 3 yearsA single video exposure is projected to still be producing sales three years laterStatr=0.52, +15% / yearAds wear in, not out: longer-lived campaigns build recognition fasterStat2-15% over 3 monthsThe same exposure that builds the brand also moves sales in the next three monthsStat+21% at 5s, +13% at 10sAttention accumulated across repeated short exposures converts better than the same seconds in one impressionStat
Source
Marketing Definitions
standard media measurement
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