Online reach and frequency tools

Reach is usually accompanied by frequency : while reach will tell you how many users you have hit, frequency tells you how many times that user was hit on average. As digital media increases in stature and size, the terminology has been adapted and re-defined. While within the digital sphere, reach and frequency is becoming easier to measure, there is still a lot to go in terms of de-duplicating reach across the walled gardens e.

Google, Amazon and Facebook and across devices. To calculate the average reach please note this simply gives a top-line average view of how many users you have reached , you will need the following metrics:. Organic reach refers to the level or proportion of users you will reach if you post a social media post to your followers without any paid advertising support. The organic reach extends and increases the more the originally reached users engage and share the posts with their followers, thus the potential for organic reach is incredibly powerful if the content spreads.

It is part of earned media for brands and publishers. Organic reach on Facebook and other platforms used to be far higher than it is today. Different targeting tactics will also influence your frequency cap. When re-targeting users who are warmer prospects, you will want to impose a higher frequency cap to nudge users to convert. If they are a cold prospect and they are not interested in the brand, you could be doing more harm than good if you continue to target them with a frequency too high.

For branding campaigns , we would recommend a frequency cap of 3 ads per week. For performance campaigns, we would recommend the same frequency cap for prospecting, while increasing it for re-targeting strategies, ensuring that you exclude an audience who have finally converted. This way you will not annoy users who have already converted - an issue re-targeting advertisers tend to forget. DSPs and buying systems will let the media buyer decide how often they want their ads to be served to each user frequency capping.

On Facebook, there is an entire buying method called Facebook Reach and Frequency, which gives the buyer more control over campaign delivery. It is designed to serve ads to the maximum number of users as possible, within your target audience, in the Facebook ecosystem. With reach and frequency buying, the buyer is able to control the minimum number of days before the same user is exposed to your ad again and how many times each person sees it, through capping the frequency.

If you have brand campaign objectives, we recommend you stick to reach and frequency buying to ensure you know upfront exactly how many users you are likely to hit and at what frequency.

What is an impression in marketing and advertising? Having globally harmonized data at your fingertips replaces the guesswork. Clients and prospects get a true view of who their campaign could reach, and sales reps get the insights they need to back up their ideas. In a wider sense, this marks an important shift for TV advertising into the digital age, through data innovation.

Data and analytics firm GlobalWebIndex has launched a new tool designed to measure global TV reach and frequency statistics.

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