Reach and Frequency in Advertising: Definition | PlaceBased

Written By Cody Cagnina

Reach and frequency

Reach is the number of unique people who see an advertisement; frequency is the average number of times each person sees it. Together they describe the exposure profile of a campaign — its breadth (reach) and its depth (frequency) — and the balance between them is one of the central decisions in media planning.

High reach with low frequency spreads a message widely but shallowly; high frequency with lower reach concentrates repeated exposure on a smaller audience. For behavior-change campaigns — public health, substance use prevention, enrollment — frequency usually matters more than raw reach, because changing behavior requires sustained, repeated exposure. A common place-based mistake is spreading a buy too thin across many venues at low frequency; concentrating the buy on fewer venues at higher frequency typically produces more measurable effect.

Related terms: impressions (https://placebased.media/glossary/impressions-ooh)

CPM (https://placebased.media/glossary/cpm)

Dwell time (https://placebased.media/glossary/dwell-time)

Cody Cagnina

Cody Cagnina is an experienced expert in public health marketing with over 15 years of professional experience. His specialty is creating impactful Out-of-Home (OOH) advertising and Digital-Out-of-Home (DOOH) advertising campaigns that resonate with community audiences. He works with the top public health organizations such as the Centers for Disease Control and Prevention (CDC), the Department of Health and Human Services (HHS), the Food and Drug Administration (FDA), and numerous others. Cody's strategic vision and creative execution have significantly contributed to raising public awareness of crucial health issues, effectively leveraging the power of marketing to foster healthier communities. His commitment to excellence and profound industry knowledge make him a pioneer in public health advocacy and education through marketing.

http://placebased.media
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