Study: Less frequency more effective for online ads
Research by advertising marketplace Sublime finds that capping digital ad exposure at three unique impressions may be the optimal strategy for brand recall (Campaign).
Key points:
- Sublime conducted studies on client ad campaigns to understand the point at which repeat exposure has a negative effect on branding performance
- Found spontaneous brand awareness increased +6 per cent when consumer exposed to an ad two to three times, while more than four exposures proved less efficient with a -3 per cent rate in awareness
- Looking at campaign recall, the study found that when a consumer was exposed to a campaign just once, recall increased by +26 per cent, which reduces to +6 per cent after ten exposures
- Report finds two or three exposures are optimal for increasing both brand familiarity (+4 per cent) and favourability (+7 per cent)
Another chapter in the reach and frequency debate, marketing’s ground hog day issue. Sublime’s study suggests reach is key, with a couple of hits the most efficient approach.
“Repeat exposure is still extremely important, but overexposure could result in negative brand performance,” said Sublime global marketing director Estelle Reale.
Other studies have drawn opposite conclusions, but Sublime's findings, based on campaigns for clients across its platform, suggest “that to truly engage with today’s consumers, brands should look to cap unique impressions on a campaign to improve its overall effectiveness,” said Reale.
