The 5 reasons why AD frequency is crucial

There are five different steps a consumer goes through before actually purchasing something. These are:

For a customer to even be "consciously" aware/engaged by your Ad, they need to have seen it a minimum of 3 times.

From engagement comes interest.

And from interest flows need.

In this age of "super information" comparisons have become the norm. Consumers need to read reviews, compare prices etc

The final part of the process, purchase.

Frequency is important as it pushes a consumer towards the actual step of purchasing something. The understanding of how exactly a consumer goes through the buying cycle is very essential to grasp the importance of frequency in media planning. Initially, the idea of reach is there to increase the awareness and exposure, but people forget.

80% of people forget the advertisement they see within 24 hours or even sooner.

So, frequency is also important for awareness - decreasing the chances for forgetfulness. Secondly, frequency builds familiarity, familiarity in turn builds trust and trust builds interest. Higher frequency also helps to out maneuver the competition. Without a good amount of frequency, it is less likely that a consumer will get to the purchasing step. Thus, frequency is important because consistent advertising reinforces top of mind brand awareness, brand favorability and brand loyalty among the current and potential consumers. Patience and a consistent rate of Ad frequency can play a great role in a business's long term success.

How much per each media buy varies from campaign to campaign. The key here is consistency!