“Media planners must carefully monitor reach and frequency levels to ensure that a campaign receives sufficient exposure without becoming an irritant.”

(WARC, 2017)

Balancing reach and frequency targets in the media planning phase means identifying the best marketing mix for the target audience. Getting under the skin of the target audience to understand what environment they will best receive your message.

Frequency

Itison use television as their main above the line marketing channel. Due to the nature of daily deals, the company produces locally relevant spots with a short shelf life. Using Ebiquity, I can see that the majority of the creative runs for only a day or two.

Below is an example of an advert that ran between 02/05/2017 – 04/07/2017.

Reach

When the Faroe Islands wanted to gain the world’s attention as a tourist destination, they engaged SANSIR Torshavn to create them a high impact, low budget campaign.

By strapping camera to the back of sheep they created their version of Goole Street View: Sheep View; gaining a reach of >3.5bn (WARC, 2018).