Between five and nine exposures is the optimal range to improve the brand lift and resonance of a digital campaign, Nielsen data reveals.

Data from Nielsen’s ‘Digital Brand Effect’ reveals that in Australia, exposure to digital advertising at a rate of between five and nine times increases the resonance of a brand by 51%.

In Australia, 22% of digital ads failed to drive uplift for key brand metrics.

“Campaign objectives of awareness and intent show a strong link to frequency,” says Gabrijela Okadar, Nielsen manager of marketing effectiveness. “For campaigns with these objectives, resonance can be increased with every additional exposure.”

Other campaign objectives have an optimum frequency point for resonance: after a peak number of exposures, resonance begins to fall. Resonance of ads targeting brand preference and favourability peaks for consumers at three and six exposures, respectively.

A brand’s category also influences the importance of frequency for successful digital campaigns. In categories such as FMCGs (fast moving consumer goods), electronics and shopping and retail, frequency is important for holding a clear spot in consumers’ minds.

“Understanding how the objective of the campaign and product category influence this response can help advertisers to drive better results,” says Okadar.

“To avoid paying for exposures they don’t need, and to maximise resonance with consumers, brands and advertisers will benefit from an understanding of this optimal frequency effect.”

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