How and what we think about reach and frequency is changing.
Traditional media is measured, has always been measured, using reach and frequency, how many and how often. The cost to buy either is high; purchased together the cost is often exorbitant. Consider the extreme example of an ad during the super bowl: with a reach of millions, the frequency is usually just once. Saturation in traditional media is often only a luxury for those with deep pockets.
Online, however, reach and frequency follow different rules – particularly in social media. On Facebook there are systems and methods to build your audience (your reach), and frequency is simply the creation of content; make that content engaging and you increase your reach even further. In this system, the reach and frequency of your messages are functions of the value created for your audience. But that’s not the exciting part.
What’s exciting is the power in popular friends. And Albis Consulting Group is proud to say we have some very popular friends.