The Online Advertising Playbook: Proven Strategies and Tested Tactics from The Advertising Research Foundation

Experience with Frequency of Online Advertising

Could you run just one ad and get business results? Yes, according to a trio of experimental studies that used identical methodologies, measurements, and reporting approach (Briggs et al. 2001; Nielsen Consult 2001a,b). Fielded in three countries (Australia, New Zealand, and Hong Kong), a total of 45 online ads for 26 brands across the automobile, financial services, consumer packaged goods, computers, and consumer retail categories were researched. Online internet users were randomly assigned to one of two groups—one saw the test ad, while the other saw a control ad. Surveys gathered responses on brand measures—awareness, recall, brand perception, and intent to buy—before and after exposure. The findings revealed improvements on all measures, and, depending on the brand studied, some significant differences in brand perception were seen. These were intriguing results, but as Rex Briggs, who authored all studies, notes:

By measuring just one impression, we simplify the measurement challenge and allow for easy direct comparison of the performance of each advertisement. However, by measuring a single ad impression, our results may understate the cumulative value of an online campaign that successfully builds frequency.

Let us look now at what happens when we increase frequency beyond a single exposure online. Years of online research show that frequency effects generally follow a curve. The most dramatic effects occur early; then, ...