Frequency in Advertising

Ad frequency shows how often your ad is shown to a unique user. Ad frequency is not to be confused with ad reach, which measures the total number of users who have the potential to see your advertisement based on how many users are present at a given session; however, not all of these individuals will see the ad. Ad frequency is how many times a specific individual is likely to be shown a singular ad during a given period. This figure can be assessed according to various periods, including hourly, daily, or monthly. It is essentially the relationship between ad impressions and ad reach.

By focusing on ad frequency in your digital marketing campaigns, you emphasize that the average number of times your audience is exposed to your ad increases. This differs from focusing on reach, where you are looking to use digital advertising to increase the overall number of people who get access to your advertising message. High frequency is a good target for brands with a niche audience and brands with a market of potential customers who are ready to purchase. Balancing the priorities of reach vs. frequency is contingent on campaign goals, brand awareness, and optimization that suits your needs. There is no one-size-fits-all approach.