The two planning inputs that shape how a campaign distributes its budget. Reach is the share of your target audience you need to touch. Frequency is how many times you need to touch them for the message to register. Neither number should be inherited from a previous campaign without interrogation. The right reach and frequency depend on your category, your brand familiarity, and your creative. When clients push for high reach and high frequency on a fixed budget, something has to give. Making that trade-off explicit is part of the job.
Ad tech glossary
Reach & Frequency Goals
Technical definition
Campaign objectives that specify the desired percentage of the target audience to be exposed to advertising (reach) and the optimal number of times each person should be exposed (frequency).
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