Английская Википедия:Frequency (marketing)
Шаблон:Short description Шаблон:Marketing In marketing and advertising, frequency refers to the number of times a target audience is exposed to a particular message or advertisement within a given time frame.[1] This concept is a fundamental element of marketing communication strategies, aiming to enhance brand recall, create awareness, and influence consumer behavior through repeated exposure.
From an audience perspective, Philip H. Dougherty says frequency can be interpreted as "how often consumers must see it before they can readily recall it and how many times it must be seen before attitudes are altered."[2]
For a business, increased frequency is generally desirable.[3] Some studies have shown that audiences respond more favorably from repeated exposures to advertisements (i.e., increased frequency).[4] Moreover, to maximize return on ad spend, some research suggests the repeat of exposures should be spread out (once-a-week) versus multiple times in a short-time period (multiple times in a day), in order not to overwhelm the target audience.[5]
Construction
Television
In television media, frequency is calculated by dividing the number of impressions by the total audience population that was reached.[1]
<math>F=I/U</math>
where
- <math>F</math> is the frequency
- <math>I</math> is the total number of impressions
- <math>U</math> is the total number of unique users (or reach)
Radio
In radio, frequency is calculated multiplying gross impressions, the total number of times a commercial is heard,[6] divided by the total audience population that was reached.[6][7]
<math>F = \frac{GI}{U} = \frac{AQH * S}{U}</math>
where
- <math>GI</math> is the gross impressions
- <math>AQH</math> is the Average Quarter-Hour persons, the "average number of persons listening to a particular station for at least five minutes during a 15-minute period"[7]
- <math>S</math> is the total number of spots or commercials
- <math>U</math> is the total number of unique users (or reach)
Frequency capping
Frequency capping is a term in advertising that means restricting (capping) the number of times a specific visitor to a website is shown a particular advertisement (frequency).[8] This restriction is applied to all websites that serve ads from the same advertising network.
Frequency capping is a feature within ad serving that allows to limit the maximum number of impressions/views a visitor can see a specific ad within a period of time. For example, 3 views/visitor/24-hours means after viewing this ad 3 times, any visitor will not see it again for 24 hours. This feature uses cookies to remember the impression count. Non-cookies privacy-preserving implementation is also available.Шаблон:Citation needed
Frequency capping is often cited as a way to avoid banner burnout, the point where visitors are being overexposed and response drops. This may be true for direct-response campaigns whose effectiveness is measured in click-throughs, but it might run counter to campaigns whose goal is brand awareness, as measured by non-click activity.Шаблон:Citation needed
See also
- Digital marketing
- Reach (advertising)
- Marketing mix modeling
- Gross rating point
- Target rating point
- Effective frequency
References
