All About Frequency Metrics in Marketing

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What does ad frequency mean?
Frequency of ad impressions is the average number of impressions of the same advertising message to one unique user during a certain period.

To analyze this indicator, you can use reports from advertising platforms such as Google Ads* and Yandex Direct.
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Formula for calculating the frequency of advertising
To calculate the frequency of ad display, two main indicators are used: the norway mobile database number of displays and the coverage of the target audience. The formula used for the calculation looks like this:

Display frequency = Number of covers / Coverage

For example , if we showed an ad 1800 times and reached 600 users, then the frequency of display is 3.

Frequency of display = 1800 / 600 = 3 displays per user.

Thus, each user sees the ad three times on average. Advertisers and marketers use this indicator to evaluate the effectiveness of advertising campaigns, especially display and video advertising, in order to better influence the target audience and avoid fatigue with excessive displays.

Media planning includes many aspects, and frequency of display is one of the key ones. Advertising specialists often use the frequency of display formula to optimize advertising campaigns, taking into account the number of displays and audience reach. This indicator helps to understand how many times one ad is shown to one user.

Competent media planning allows you to display advertising banners with the optimal frequency, avoiding a negative audience reaction. We will talk about this in more detail in the next section.