What is "frequency" in media buying?

In media buying, "frequency" refers specifically to the average number of times a user sees an ad over a given period. This metric is critical in understanding how often your target audience is being exposed to your advertising messages. High frequency can lead to increased brand recall and recognition, as consumers are more likely to remember a brand that they have seen multiple times.

Monitoring frequency helps advertisers ensure that they are striking a balance between visibility and overexposure. If frequency is too high, it can result in ad fatigue, where users become desensitized to the message and may even develop a negative perception of the brand. Conversely, if the frequency is too low, it may not make a significant impact on user awareness or engagement.

Frequency is a vital metric in developing effective media strategies, as it directly influences the overall effectiveness of an advertising campaign and can impact budget allocation decisions based on observed user behavior.