Episode 48

The Great Reach vs Frequency Debate

It’s hard enough to agree on definitions for “reach” and “frequency.” Consensus on the ideal balance between the two is just about impossible.

The internet is undeniably divided over this topic, but Elena, Angela, and Rob are joined this week by VP of Analytics Matt Hultgren to finally settle the debate. Which drives better business results—broadening your audience reach or increasing the number of times your target sees your ad? Does this change across marketing channels? Or even industry and type of business? As with many marketing topics, the answers aren’t entirely straightforward.

Topics Covered

• [01:00] Defining reach and frequency

• [03:30] Why your first impression is the most valuable

• [06:00] Why is reach vs frequency so hotly debated?

• [09:30] Frequency on linear vs streaming TV

• [13:00] How creative quality affects frequency

• [15:30] How do you plan a campaign optimized for both reach and frequency?

Resources:

2010 Ehrenberg-Bass Article

B2B Institute Article

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