Frequency

In advertising, Frequency is a metric that measures the average number of times a unique user within a Target Audience is exposed to a particular advertisement or Campaign during a specified time frame. It's often considered alongside Reach (the number of unique users exposed). Finding the optimal frequency is crucial: too low, and the message may not sink in; too high, and it can lead to Ad Fatigue and wasted budget. Frequency Capping is a technique used to control this.