Reach and Frequency

 One of the touchiest subjects in digital marketing is the subject of reach and frequency. A lot of businesses struggle with the frequency of digital ads. Either they put out way too few ads or they put out way too many and drive away their target audience. At a certain point either not enough ads or way too many ads will allow your audience to either forget or get annoyed with the advertiser. Both of these options are the opposite of what a business desires for its potential customers. One of the ways that a company measures the number of times its ad was seen by potential customers is through impressions. Companies can use web analytics to measure the number of times that their ad was seen. One of the best ways that companies can drive up the ad conversion rate is through the use of overlap. This term is used when customers see the same ad across different platforms. Studies show that customers are more likely to purchase goods or services when they have seen overlapping ads. In order to prevent overexposure, experts recommend that you only show customers 4-7 ads before they get overexposed and are less likely to purchase from your business.