Despite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Member Only AccessDespite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Member Only Access
This eBook tribute to Erwin Ephron, compiled by the ARF, revives over 150 of his iconic newsletters—each reinterpreted through a modern lens using AI. Known as the “father of recency theory,” Erwin championed simple truths in media and advertising, transforming industry paradigms. His timeless observations, from reach versus frequency to engagement confusion, remain strikingly relevant in today’s digital, data-heavy marketing landscape.
Member Only AccessDespite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Member Only AccessDespite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Member Only AccessDespite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Member Only AccessDespite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Member Only AccessDespite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Member Only Access