Advertisers have long relied on reach and frequency measures to buy media. In the Mad Men days, this involved running predictions on a room-sized computer and buying TV audiences during Gilligan’s Island or Bonanza. Targeting was extremely broad, and there was no way to follow up with individual consumers.
Fortunately, today’s marketers have access to that same scale, now combined with the ability to execute more targeted, measured, and relevant campaigns across channels – even reaching people 1:1. This is particularly true on Facebook, where reach and frequency campaigns allow for interactive and targeted storytelling to drive brand awareness.
Here are a few tips to help you get started.
1. Use reach and frequency for launches, market expansion, and more.
Facebook reach and frequency campaigns are best suited for situations where you want to drive brand awareness, affinity, and lift at scale. Keep in mind that the minimum allowable reach is 200,000 users, so these are sizable campaigns. In particular, consider reach and frequency in situations where you want to:
- Launch a new product
- Expand into new markets
- Manage your brand image
- Take action against competitive noise
- Keep your products top-of-mind
2. Tell a story with ad sequencing.
With ad sequencing, you can specify the order in which your ads are delivered to users. This makes it possible to tell a story and build on previous messages. We recommend ordering your ads according to the purchase funnel. Here’s an example of what that could look like:
- Ad #1 – Introduce your brand to increase overall awareness
- Ad #2 – Provide specific product details to encourage consideration
- Ad #3 – Include a strong call to action and encourage users
3. Use the power of retargeting.
Unlike traditional TV advertising, Facebook allows you to reconnect with users on a 1:1 basis. Reap the benefits by booking a reach and frequency audience as the first step in a larger, multi-phase strategy.
Next, retarget the subset of users that demonstrated interest by engaging with your ad. Popular auto brand DS recently used a similar sequential advertising strategy to drive global awareness for the launch of their latest model, generating an impressive 20% engagement rate.
4. Remember Instagram!
When social marketers think of reach and frequency campaigns, they generally think of Facebook. But don’t forget that reach and frequency targeting is available on Instagram, too! With over 400 million monthly active users, 75% of which are located outside the US, Instagram is a great way to extend your reach and promote your brand beyond Facebook alone.
5. Combine with TV for 20% more reach.
Cross-channel campaigns are a powerful way to extend your advertising reach. In fact, a recent study revealed that advertising on Facebook extended the unique reach of the target audience of the TV plans of entertainment campaigns by an average of 20%, or an incremental 10 million people. So if budget allows, try advertising across Facebook, Instagram, and TV in combination for maximum reach.
We’ve definitely moved beyond the Mad Men age. Now that we live in a world of screens – both large and small – the modern marketer can use reach and frequency to connect with broader audiences across channels and around the globe.