Advertising Frequency Part 2
In my previous post, advertising frequency: how many times is it effective? I've discussed the number of times a user needs to see an ad before he/she will take action. In this case, the best action would be a purchase. 3 times, 7, 10 or 20 times? you debate. At marketing studies, they would argue/prove that consumers were, on the average, exposed to the ad creative 16.9 times (17) before making the purchase.
The study was for a 1 month period, which included advertising on 85+ web media and 50 different ad creatives. The campaign reach was 100,000+ internet users and standard IAB ad creative sizes were used (728x90px and 160x600px; static .jpg files).
In banner ad campaigns, it would take 17 times. What about search marketing campaigns?
9 comments:
I would imagine less times, since your typical person clicking on a search marketing ad is closer to the point of action.
tq for your article.
An SE add has a much less effective impact on the user than a banner - it would probobly be more.
Although, the number of exposures is probobly smaller.
From an integrated branding course I took, the stat was 8-10 times within a 3-4 month period of time before they are aware of the product.
Bernice - Http://www.Bernice.ca/
In my experience I've found it to take approximately 3 times to build brand awareness.
Many times we hit it out of the park on the first ad. The value in this type of marketing is that you already have a captive audience that is directed towards your genre.
What about other types of advertisent? I'm looking for info radio ads.
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Continuing in our three part series on the features, characteristics, and benefits of out of home media, I will discuss the primary time-related and duration features of out of home advertising.So far we have discussed the cost advantages, geographic targeting, clutter busting, and scalability of out of home/outdoor advertising in the San Antonio market.
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