Relevance against Frequency

We would not be able to talk about sustainable advertising without talking about Digital online privacy that we actively fight for. We believe that the regulation should come from the advertising industry itself. Therefore when we plan a digital campaign we strongly believe that we should avoid to overload the audience, avoiding approaches that can be perceived as too intrusive. 

We’ve often asked ourselves when companies and advertisers will avoid selecting frequency as a performance indicator. It is not because you’ve see something often that you like it more.

Advertisers need to consider with greater caution the consumers as a clever entity that operates with one main actionable which is relevance and therefore cap the ads with a maximum frequency of 3 impacts in a month.

Humans are not a senseless machine that would be convinced to a specific purchase or action just by a high number of OTS.

Our cognitive system tend to close itself to repetition that finally pass unnoticed nor occulted. Frequency without relevance is the biggest possible wastage of inventory and ultimately budget.

Nowadays that it is discernible that we live in a defined environment and that less is more it seems essential for advertisers and brands to adapt their strategies to enter a new paradigm where relevance shall be the main key performance indicator and that frequency shall be considered only if fulfilling a purpose.

LESS IS MORE.