What is frequency

When discussing frequency, it refers to the average frequency which, over a period of time, indicates the average number of times that subjects belonging to one's own target group have viewed the message during an advertising campaign.

The average frequency is determined by the ratio between gross contacts (that is, the same individual who has been exposed to an advertisement multiple times) and net contacts (the sum of individuals belonging to the target chosen for the campaign).

To evaluate the effectiveness of a media plan, which is the action plan organized by a media center for broadcasting one's own

advertising coverage and frequency are the main indicators.

Effective Average Frequency

Let's start with the assumption that average frequency is also known by the acronym OTS (opportunity to see).

It is compared on the basis that it only predicts the percentage probability, that individuals belonging to the target audience will be reached by the advertising message.

For example, in a TV commercial where the medium is television, frequency represents the likelihood that individuals may see the spot based on the predetermined period of time set for an advertising campaign's run.

The term effective frequency is defined as the average number of exposures to media communications that are sufficient to elicit a response from the individuals targeted by the message.

Essentially, all subjects reached fewer or more times than the number indicated as effective frequency represent wasted contacts, meaning they do not achieve an attention threshold necessary to spread the message.

But how do we determine an average frequency that could be considered effective? This is where frequency distribution comes into play.

Frequency distribution deals with the distribution of contacts in relation to the number of exposures to the advertising message, i.e., the number of people reached only once, only twice, etc.

Average Frequency Strategies

To contain the value of average frequency and to display the message to a large number of people who belong to your target audience, various strategies can be used:

• Rotate the ad placement;
• Split the placements;
• Set different marketing objectives;
• Show the ad evenly but with a limit of once per day.

The Facebook frequency is a metric that measures how many times an advertisement is seen by a user.

As frequency increases, acquisition costs also rise, but there's a higher likelihood that the ad will be viewed by an audience truly interested in your campaign and your sponsored product or service.