Effective Frequency: Reaching Full Campaign Potential

Summary

A Facebook meta-analysis of 11 brand campaigns found a causal relationship between frequency and brand lift. Ad recall lift increased with frequency but slowed after a cap of 1 per week. Purchase intent required higher frequency, slowing after 1.5 per week and capturing 95% of potential lift at 2 per week.

Low frequency strategies can achieve some impact but are suboptimal, sacrificing up to 20% of potential ad recall lift. Effective frequency depends on market factors (e.g., brand awareness, market share), message complexity, and media context. Marketers should plan reach at sufficient frequency based on campaign objectives and consider these factors to maximize total impact.