Optimal Frequency For Video

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Reach and frequency management is a critical part of effective communications planning; a part Videology have long facilitated better control of by allowing frequency caps at a holistic plan level.

But the answer to a critical question continues to elude many in our industry – what is the right level of frequency for my campaign? 

So Videology commissioned Kantar Millward Brown to analyse the optimal frequency of online video, across a range of brand metrics using their CrossMedia Research™ consisting of benchmarked learnings across over 277 video campaigns.

The research identifies the optimal threshold frequency for driving campaign awareness, brand associations (consideration) and motivation (action). To support better video campaign planning, our objective was to identify and understand the threshold frequencies for online video and how frequency should be set to meet individual brand and campaign objectives. We hope you find it useful.

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