{"id":7287,"date":"2018-11-05T15:12:11","date_gmt":"2018-11-05T09:42:11","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=7287"},"modified":"2019-08-08T14:15:57","modified_gmt":"2019-08-08T08:45:57","slug":"digital-advertising-how-much-is-too-much","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/digital-advertising-how-much-is-too-much\/","title":{"rendered":"Digital Advertising: How Much is Too Much?"},"content":{"rendered":"<p>This is a question we always encounter while executing digital advertising campaigns. How many times should we show digital ads to our audience? One time? Probably it would be too less to capture audience mindshare. Ten times? Probably it would bore my audience. What\u2019s the optimal frequency then? Let\u2019s have a look at few studies carried out by Facebook, YouTube, Comscore, and Nielsen. All the following studies have been undertaken with an assumption of unlimited advertising budget. However, advertisers can get a rough idea of the effect of ad frequency on brand impact and take an informed decision based on their budget.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-69f502e68f29e\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-69f502e68f29e\"  type=\"checkbox\" id=\"item-69f502e68f29e\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/digital-advertising-how-much-is-too-much\/#What_is_the_optimal_frequency_range_for_effective_results_without_wasting_impressions\" title=\"What is the optimal frequency range for effective results without wasting impressions?\">What is the optimal frequency range for effective results without wasting impressions?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/digital-advertising-how-much-is-too-much\/#Is_it_that_simple\" title=\"Is it that simple?\">Is it that simple?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/digital-advertising-how-much-is-too-much\/#Does_the_effect_of_Ad_Frequency_on_Brand_Impact_vary_according_to_Campaign_Objective\" title=\"Does the effect of Ad Frequency on Brand Impact vary according to Campaign Objective?\">Does the effect of Ad Frequency on Brand Impact vary according to Campaign Objective?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/digital-advertising-how-much-is-too-much\/#Does_product_category_also_affect_the_relation_between_brand_impact_and_ad_frequency\" title=\"Does product category also affect the relation between brand impact and ad frequency?\">Does product category also affect the relation between brand impact and ad frequency?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/digital-advertising-how-much-is-too-much\/#Does_Video_Ads_also_show_the_same_behavior_as_display_ads_on_digital_platforms\" title=\"Does Video Ads also show the same behavior as display ads on digital platforms?\">Does Video Ads also show the same behavior as display ads on digital platforms?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/digital-advertising-how-much-is-too-much\/#How_does_the_maximum_number_of_times_for_ad_exposure_without_wear-out_differ_in_the_case_of_TV_and_Digital\" title=\"How does the maximum number of times for ad exposure (without wear-out) differ in the case of TV and Digital?\">How does the maximum number of times for ad exposure (without wear-out) differ in the case of TV and Digital?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/digital-advertising-how-much-is-too-much\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"What_is_the_optimal_frequency_range_for_effective_results_without_wasting_impressions\"><\/span>What is the optimal frequency range for effective results without wasting impressions?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to a study by Nielsen, carried out in Australia, 5-9 times is an optimal frequency range for digital ads to be effective without wasting the impressions.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Is_it_that_simple\"><\/span>Is it that simple?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Facebook has a slightly different view. According to a study that Facebook conducted by analyzing data from 11 brand campaigns, the effective frequency can vary according to the following three factors:<\/p>\n<figure id=\"attachment_7288\" aria-describedby=\"caption-attachment-7288\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-7288 size-large\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2018\/11\/Table-1024x495.png?resize=740%2C358&#038;ssl=1\" alt=\"\" width=\"740\" height=\"358\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/Table.png?resize=1024%2C495&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/Table.png?resize=300%2C145&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/Table.png?resize=768%2C371&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/Table.png?w=1480&amp;ssl=1 1480w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/Table.png?w=2220&amp;ssl=1 2220w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/a><figcaption id=\"caption-attachment-7288\" class=\"wp-caption-text\">(Source: Https:\/\/Www.facebook.com\/Iq\/Articles\/Effective-Frequency-Reaching-Full-Campaign-Potential)<\/figcaption><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Does_the_effect_of_Ad_Frequency_on_Brand_Impact_vary_according_to_Campaign_Objective\"><\/span>Does the effect of Ad Frequency on Brand Impact vary according to Campaign Objective?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to Nielsen\u2019s global analysis, for campaigns with brand awareness and purchase intent as objectives, there is a strong relationship between the brand impact and the frequency (number of exposures). Thus, with an increase in frequency, there would always be an increase in brand impact.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-7289 size-full\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2018\/11\/q1.png?resize=509%2C515&#038;ssl=1\" alt=\"\" width=\"509\" height=\"515\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q1.png?w=509&amp;ssl=1 509w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q1.png?resize=297%2C300&amp;ssl=1 297w\" sizes=\"(max-width: 509px) 100vw, 509px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p>Whereas, for other campaign objectives like Brand Preference, brand impact peaks at a frequency of 3 and for the brand objective of Favourability the resonance peaks at a frequency of 6.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Does_product_category_also_affect_the_relation_between_brand_impact_and_ad_frequency\"><\/span>Does product category also affect the relation between brand impact and ad frequency?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Nielsen in their study also found out that product categories where the brand impact is closely related to occupying space in consumer\u2019s mind, increase in ad frequency lead to an increase in brand impact. These product categories are FMCG, electronics, retail etc. while for product categories like financial products which are loyalty driven, ad frequencies do not have a clear effect on the brand impact.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-7290 size-full\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2018\/11\/q2.png?resize=511%2C577&#038;ssl=1\" alt=\"\" width=\"511\" height=\"577\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q2.png?w=511&amp;ssl=1 511w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q2.png?resize=266%2C300&amp;ssl=1 266w\" sizes=\"(max-width: 511px) 100vw, 511px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Does_Video_Ads_also_show_the_same_behavior_as_display_ads_on_digital_platforms\"><\/span>Does Video Ads also show the same behavior as display ads on digital platforms?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to a study by YouTube, the more the audience is exposed to the video ads, more is the brand lift. Although watching the video ad for even one time increases brand impact significantly, adding more frequencies bring an incremental effect on the brand impact. Refer to the following image:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-7291 size-full\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2018\/11\/q3.png?resize=740%2C490&#038;ssl=1\" alt=\"\" width=\"740\" height=\"490\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q3.png?w=925&amp;ssl=1 925w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q3.png?resize=300%2C198&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q3.png?resize=768%2C508&amp;ssl=1 768w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p>Ideal Frequency for the video ads would vary across clients\/verticals. However, based on objective and budget following is a rough guide of ideal frequency for the campaign types:<\/p>\n<p><strong>Lightweight Campaigns<\/strong>: 3\/Week<\/p>\n<p><strong>Medium weight Campaigns<\/strong>: 6\/Week<\/p>\n<p><strong>Heavyweight Campaigns<\/strong>: 8\/Week<\/p>\n<p>Also, YouTube studies have revealed that adding Bumper Ads to TrueView Video Ad Campaigns leads to higher Ad Recall and incremental reach on mobile.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-7292 size-full\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2018\/11\/q4.png?resize=740%2C198&#038;ssl=1\" alt=\"\" width=\"740\" height=\"198\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q4.png?w=973&amp;ssl=1 973w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q4.png?resize=300%2C80&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q4.png?resize=768%2C205&amp;ssl=1 768w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_does_the_maximum_number_of_times_for_ad_exposure_without_wear-out_differ_in_the_case_of_TV_and_Digital\"><\/span>How does the maximum number of times for ad exposure (without wear-out) differ in the case of TV and Digital?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A Comscore study shows that in the case of digital advertising, the threshold for repeated exposure to the same ad is much higher than that of TV. For TV, brand impacts max out at 3-5 exposures while for digital advertising, it is 15-20 exposures (validated impressions).<\/p>\n<p>In fact, even in digital advertising, the effectiveness of campaigns starts declining after 50 validated exposures (these are validated impressions, so the gross frequencies can even go as high as 100). Refer to the diagram below:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-7293\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2018\/11\/q5.png?resize=740%2C594&#038;ssl=1\" alt=\"\" width=\"740\" height=\"594\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q5.png?w=950&amp;ssl=1 950w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q5.png?resize=300%2C241&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/q5.png?resize=768%2C616&amp;ssl=1 768w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p>As we can see, the brand impact witnesses a sharp rise till 15-20 impressions. From 20-50 impressions, there is an increment in the brand impact though quite minimal. And after 50 impressions, brand impact starts to decline.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Points discussed above can be summarized in the following points:<\/p>\n<ol>\n<li>Unlike TV, Digital Advertising can use a high number of repeated exposures to increase the brand impact. This can go up to 50 validated exposures (Comscore)<\/li>\n<li>The ideal frequency would vary as per the market factors, media factors, and message factors. (Facebook) or campaign objective (Nielsen) as well as the product category (Nielsen)<\/li>\n<\/ol>\n<p>Advertisers should keep the above pointers in mind while booking a digital campaign. In case of any queries or clarification, contact us at <a href=\"mailto:Help@TheMediaAnt.com\">Help@TheMediaAnt.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is a question we always encounter while executing digital advertising campaigns. How many times should we show digital ads to our audience? One time? Probably it would be too&#8230;<\/p>\n","protected":false},"author":1,"featured_media":7294,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2115,2114,2065],"tags":[1613,1612,1609,161,1610,1608,1607,882,1611],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2018\/11\/set-of-various-social-media-blocks-on-blue-painted-wall_23-2147841215.jpg?fit=626%2C417&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/7287"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=7287"}],"version-history":[{"count":3,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/7287\/revisions"}],"predecessor-version":[{"id":7297,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/7287\/revisions\/7297"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/7294"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=7287"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=7287"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=7287"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}