this was a really helpful post on Frequency! as a digital media planner, I feel alot of my peers don't have the same media basics foundation as a traditional media planner & this post is great learning for such people.
With all the Attention studies coming out from Lumen etc., channel & ad format will definitely have an impact on Half Life. as an example, social platforms would rank low on attention but equally the various of ad formats such as Static-Feed vs. Story vs. Reel would also have their own weights.
Great blog , and love some proper media geekery! A key point in the flighting debate though is that without long and short reach goals you end up reaching the same “easy to reach” segment each reporting period. 40% over 3 periods might be 40% 1+, or it might be 70%. It’s ideal to get planners trained not to quote frequency without also describing the period it covers
this was a really helpful post on Frequency! as a digital media planner, I feel alot of my peers don't have the same media basics foundation as a traditional media planner & this post is great learning for such people.
With all the Attention studies coming out from Lumen etc., channel & ad format will definitely have an impact on Half Life. as an example, social platforms would rank low on attention but equally the various of ad formats such as Static-Feed vs. Story vs. Reel would also have their own weights.
Great blog , and love some proper media geekery! A key point in the flighting debate though is that without long and short reach goals you end up reaching the same “easy to reach” segment each reporting period. 40% over 3 periods might be 40% 1+, or it might be 70%. It’s ideal to get planners trained not to quote frequency without also describing the period it covers