Telmar News & Insights

The Art of Leveraging Reach and Frequency in Media Planning

August 8, 2019

In media planning and buying, creating effective strategies for reach and frequency is more of an art than a science. Reach, the total number of different people or households exposed to a particular ad, should have a productive relationship with frequency, the number of times a particular ad is shown. 

Balancing the potential of reach and frequency involves the artful integration of factors such as budget, target, and objectives. Marketers use reach and frequency planning to increase communication with target audiences and maximize the impact of the budget. This requires meaningful industry experience with marketing strategies and tactics — and refined creative instincts.

Reach vs. Frequency: Know Your Goals

Successful reach and frequency metrics are the result of meticulous, thoughtful planning. Clearly identifying the goals of an advertising campaign means fully understanding the targeted audience and how to reach them. Every advertising strategy must define what success looks like.

Media planning choices and budget allocation will determine the scope of the campaign goals. Developing the right media strategy begins with harmonizing available resources with carefully define intentions and targets. Smart media planning drives implementation that produces valuable results.   

Related Content: Best Practices for Data Visualization

Maximizing Reach Across Channels

Modern audiences are media savvy and adept at navigating the constant influx of advertising efforts that fill their smartphones, computers, televisions, radios, and surrounding environments. Understanding audience behaviors and being able to predict engagement and content consumption habits across many channels will maximize reach.

Frequency is effective when you’ve cut through the noise of other advertising with the right targeted message. To overcome the clamor and competition, advertisers should leverage both reach and frequency to expose the messaging to as many people and channels in the audience as possible. 

Related Content: Cross-Channel Advertising Best Practices

Frequency: Reinforcing the Message Again and Again 

Frequency focuses on getting attention, registering, and reinforcing a message or a brand’s image with the targeted audience so that it makes an impression, becomes familiar, or compels a call to action. This process is an integral part of everyday human experience.

Take, for example, a parent asking a child — who is focused on a video game — three times to take out the garbage. The first request merely registers with the child that there is a parent in the room saying, “Blah, blah, blah.” The second time, the child registers the parent in the room saying “blah, blah, garbage.” By the third time, hopefully, the child is hearing and understanding that the parent is saying “take the garbage out right now!”

Advertising campaigns that leverage frequency must engage audiences enough times for the messaging to connect, inform and hopefully have a positive impact — but not too much so that the message becomes annoying with negative impact!

The Numbers Behind Reach and Frequency

Balancing reach and frequency involves a deep appreciation for data. To further improve reach and frequency, Telmar launched its RFT Analyzer℠ (reach, frequency, and time). This tool extends the reach and frequency capabilities for media professionals to emerging markets that lack the data that traditional processes require to calculate reach and frequency.

Now marketers are empowered to conduct fast reach and frequency analyses across media channels and build better-performing campaigns. With RFT Analyzer℠, media planners and marketers can run these analyses for brands and media alike to identify natural relationships for co-marketing and sponsorship.

Speak with a Telmar representative to start assessing target markets, audience reach and frequency, and media performance.