Impression frequency
Impression frequency - how many times on average one person saw the ad. Low - they won’t remember, high - burnout. The optimum is usually 3–5.
Impression frequency - how many times on average one person saw an advertisement. Counted as impressions ÷ reach. A metric that is often overlooked, but in vain: it is directly related to both brand recall and creative burnout.
Frequency has an optimum. Too low - the advertisement is not remembered, the brand does not “stick”. Too high - irritation and burnout, the person begins to ignore or complain. A working guideline for most campaigns is a frequency of 3-5 per person per flight.
Frequency is also an indicator that the audience is ending. If impressions are growing, but reach is stagnant, then the frequency is creeping up and the campaign is circulating among the same people. A signal to either expand the audience or update creatives. It is especially important to monitor the frequency in channels with a narrow inventory - for example, in Telegram Ads, account analysis.
Frequently asked questions about Impression frequency
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