Thoughts about media in Canada

How about… No?!

NoPass

Here’s a quite easy to find study. Impact of digital ad frequency on brand metrics.

Vertical axis = Lift in brand metrics (%)

Horizontal = Frequency

Image

To see metrics like Purchase Intent go down after a certain amount of frequency? Fair enough, people got fed up of seeing the ad and start to dislike the product or something.

Brand Awareness and Message Association go down after 3 impressions then went back up? What, the 3rd impression confuses you and then you understand again?

C’mon research industry… did you really publish that? Your sample wasn’t big enough and/or your methodology was flawed. Kinda easy to notice.

I give you one point for effort and one point for transparency.

2/10

You shall not pass!

One comment

  1. Pingback: Why I don’t trust (most) case studies | Thoughts about media in Canada

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