Blog

By : Jean-Philippe Dauphinais

01 november 2017

Ad frequency and Ad blindness.

One of the important concepts for every ad whether traditional or online: each individual being exposed to an online advertisement will have a different way of reacting to it. Some will be attracted by its striking message, the quality of the visual or the promotion related to it (discount, liquidation, etc.). The way the advertising message is broadcast is often the key. When we speak of diffusion, several variables are taken into account, but the one that interests us here is the ad frequency.

 

Broadcast frequency

This is a super important metric to consider in our advertising efforts. Whether it's for a Facebook or Google campaign, the broadcast frequency plays a key role in the quality of your campaign. It determines the number of times a user sees your advertisement (also called impression).

As soon as your Facebook ad appears in the newsfeed or your banner on the Google Network is served on a website, you get an impression.

Second concept: the reach

Scope is the total number of unique people reached by advertising. For example, an ad could get 100,000 impressions at the end of a campaign, but could reach 50,000 different users. In this example, the average frequency would be 2.

Frequency = Impression/reach

It is also possible, in some cases, that the same ad is seen on different devices (mobile, tablet, desktop) due to browsing cookies.

So why want to control the number of times your ads are seen by your target audience? Like they say : ‘’The more the better’’?

 

As shown by Comscore et DoubleClick he average online shopper is subject to over 1707 banner ads each month! Difficult to be able to be noticed with so many players wanting to snatch the microscopic share of your users attention.


It's for this reason that we never want to fall into a phase of advertising blindness: this moment when our advertising is no longer perceptible to our audience, but where the budget continues to be used. Some clues that may tell you that your ads are too common:

  • The CTR (click rate) is in free fall

  • The cost per click is constantly increasing

  • The conversion rate (people doing the desired action of your campaign) is also decreasing.

  • The qualitative: you find that your visuals are due for a little makeover!

 

Some tips to counter the advertising blindness :

  1. You can limit the number of exposures to an advertisement on the Google Display Network: here's how. This will have the effect of having a limit per person.

  2. Modify your visuals regularly! We suggest to all our customers to review their visuals at least every month. In this way we maximize our chances of having a quality reach with our customers.

  3. Regularly review your Facebook ads by analyzing the data provided by the campaign (performance, return on investment) OR implement a maximum frequency per person: here's how.

 

What’s the ideal frequency?

In fact, there’s none, you need to tests performances in order to gather results and analyze the data. On the other hand, each platform must be considered as a distinct opportunity to reach our consumer. Tip: you can analyze your frequency over a period of a week for example, and thus decide on a maximum frequency (between 1 and 3 could be a good tag, if any).

Varying your content depending on the platform is the key to being present as often as possible, without necessarily harassing your consumer!

Reach-18days-period.png

Take for example Facebook, websites (blogs) and Youtube. Each platform is in itself a way to capitalize on an opportunity with your consumer with a unique presentation.

Here is an example of what could be developed: Imagine that you are a service company.

  1. Your consumer is doing a keyword search on Google. Keyword Purchase Strategy

google-adwords-1.png

  1. Once on your website, we use browsing cookies for a remarketing audience. Next step: Facebook advertising of our targeted consumer. The length of time between reach will vary depending on your industry.

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  1. Some time later, a Youtube ad will appear before the main video.

Youtube-ad-types.jpg

  1. Finally, banner ads on blogs and key websites to your industry.

Display-Retargeting-Ads.png


 

In this way, we make sure to have a complete presence, we do not put all our eggs in the same basket and especially our advertisements are varied!

Obviously, on paper it looks simple. In reality, you need quality content and a powerful message, but the example above gives you an idea of ​​how to vary your content and ensure maximum reach for your audience.

 

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