Increased exposure to campaigns (i.e., when a consumer is served the same campaign multiple times) leads to greater brand awareness and intent to purchase, the analysis found.
Brands tend to see the biggest lift when online ad campaigns are delivered between five and nine times.
The impact of frequency varies significantly by the advertiser's vertical, the analysis found.
For example, in the computers/electronics and fast-moving consumer goods (FMCG) verticals, increased frequency leads to significantly more ad resonance, whereas in the financial services vertical, there is much less of a connection.
About the research: The report was based on Nielsen Digital Brand Effect data for online advertising campaigns delivered to consumers in Australia.
Continue reading "How Digital Ad Frequency Impacts Awareness and Purchase Intent" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Advertising: