Concentrated ad exposure which occurs within a 24-hour period can have a greater effect on Purchase Intent or Consideration than seeing the same number of ads spread over a longer period of time.
That’s according to new analysis based on Dynamic Logic’s MarketNorms database.
Using MarketNorms, which aggregates results from 3,254 live online ad campaigns, we can compare the impact of exposure distribution on Purchase Intent, which is usually the most difficult-to-move persuasion metric.
Managing Director, Dynamic Logic Europe, Suzanne Moorey-Denham, said “Worth noting is that Purchase Intent scores more than double when advertising is shown three times within a concentrated timeframe (within the course of a single day), instead of over a longer period of time.
“But, the impact on Purchase Intent is not as strong when the frequency level goes too high (10+ exposure range) within 24 hours. The effect of concentrated ad exposure essentially goes away — dispersed versus concentrated are equally effective at 10+ exposures.”
She added, “This is important news for marketers and advertisers whose main goal is to drive Purchase Intent or Consideration.
“Instead of running a full-size campaign that might last for weeks, another approach might be to engage in pulses of concentrated advertising within a short period of time, perhaps using roadblocks. However, frequency should also be capped at no more than 4-9 exposures in a single day per person.”
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