Odney Logo - Scroll


117 West Front Avenue
Bismarck, ND 58504

We would love to
hear from you!



Odney news, insights, and happenings
Oct 23 2023

Reach and Frequency: The Key to Influence and Motivation

When it comes to advertising, reach and frequency are two of the most important metrics. Reach refers to the number of people who are exposed to your ad, while frequency refers to the number of times they are exposed to it. 

The ideal balance of reach and frequency will vary depending on your goals. If you're trying to raise awareness of your brand, you should focus on reach. But if you're trying to drive sales, you'll need to focus on frequency. Testing will prove to be important in determining the optimal balance but always have a reach and frequency formula as a baseline before you start a marketing tactic. 


Why reach and frequency are so important: 

  • Reach helps you build awareness. When people are exposed to your ad for the first time, they may not be familiar with your brand or what you offer. 

  • Frequency helps you drive action. Once people are aware of your brand, you need to convince them to act. This could be anything from visiting your website to making a purchase. The more times they see your ad, the more likely they are to be motivated to take action. 

  • Of course, there is a limit to how much reach and frequency you can achieve. If you bombard people with your ad too often, they'll start to ignore it. It is important to find the right balance for your target audience. 

Tips for finding the right balance: 

  • Consider your goals and KPIs. What do you want to achieve with your advertising campaign? Are you trying to raise awareness, drive website or location visits, increase sales, or something else? 

  • Know your target audience. How often do they see ads? How often are they likely to be receptive to your message? 

  • Test different approaches. Try different combinations of reach, frequency and creative messaging to see what works best for your campaign. 

Other factors to consider when setting reach and frequency goals: 

  • The type of product or service you're advertising. Some products or services require more reach and frequency than others. For example, a new brand or marketing in a heavily populated area will need to reach a wider audience more times than an established brand. 

  • Your budget. The more money you have to spend, the more reach and frequency you can achieve. Cost-efficiency and higher return-on-ad-spend (ROAS) can be achieved by targeting?a more qualified audience. 

  • The competitive landscape - if your competitors are running a high volume of ads, you'll need to do the same to stay visible. 

By understanding the importance of reach and frequency, you can execute advertising campaigns that are more effective at influencing and motivating potential customers to act.