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Frequency

Average times each unique user sees your ad. Optimal: 2-4x awareness, 5-8x conversion.

Related Terms in Fundamentals

Impression
Single instance of ad display. 1 person × 5 views = 5 impressions, 1 reach.
Reach
Unique users who saw your ad at least once.
GRP
Gross Rating Point. Reach% × frequency. 80% reach × 3 freq = 240 GRPs.
SOV
Share of Voice. Your impressions as % of total category impressions.
Flight
Time period a campaign runs. Flighting = alternating on/off to stretch budget.
Pacing
Rate of budget spend. Accelerated spends faster; standard distributes evenly.
Dayparting
Scheduling ads for specific hours/days. B2B: weekdays. B2C: evenings/weekends.
Media Plan
Strategic doc: channels, budgets, timelines, targeting, KPIs.

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