Planning for Impact

Advertisers and media planners have long known that reach and frequency of contact contribute significantly to the success of advertising campaigns. It is not only important to address a target group with a high reach, but also to achieve a lasting branding effect through repeated advertising contact.

• But to what extent does advertising recall change with increasing advertising contact?

• Does this also influence brand recall and perception?

• And what role does the selected advertising format play in this?

In this study by Nielsen and YOC, we analyzed the influence of the contact frequency of different advertising formats on advertising impact in order to create more clarity for advertisers and media planners.