Advertising
Frequency Optimization
Frequency optimization is the process of finding the ideal number of times a target audience should see an ad to maximize its impact without causing fatigue. It balances the need for sufficient repetition to drive recall against the diminishing returns of overexposure.
Examples
Testing reveals that brand awareness peaks at a frequency of 5-7 exposures for video ads, while direct response campaigns see optimal ROAS at a frequency of 2-3.
Best Practices
Test frequency thresholds by campaign objective, set distinct caps for brand vs. performance campaigns, use sequential storytelling across exposures, and monitor engagement decay signals.