Slide 1 - Inverse Relationship Between Reach & Frequency
- Optimize for Reach when:
- • Launching a new campaign or product
- • Prioritizing awareness and unique audience penetration
- • Managing frequency fatigue concerns
- • Expanding into new audience segments
- Optimize for Frequency when:
- • Driving consideration or mid-funnel engagement
- • Supporting complex messaging that requires repetition
- • Retargeting high-intent audiences
- • Reinforcing brand recall before key moments (e.g., events, launches)
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