To run successful brand and direct response campaigns, marketers need to get the right message to their audience more often.

Understanding what is Reach and Frequency buying

Facebook currently offers a few different payment options for ad targeting and measurement: dynamic auction bidding, fixed-price bidding, and reach and frequency buying.

Reach and Frequency (R&F) is a buying option that enables marketers to schedule and predict the cost and reach of their Facebook campaigns.

It enables them to manage the target audience size and control message frequency over a determined period, similar to traditional media buying.

Who should use Reach and Frequency buying?

R&F is the best solution for marketers with brand awareness as the core campaign objective.

It provides control over the sequence in which ads are shown, more reach to their target audience, and can even extend the reach of a TV campaign.

Smart use of this type of tool can make for a great storytelling and cross-platform advertising opportunity.

If you want to further explore how Reach and Frequency buying can help your business, download our guide on Reach and Frequency buying on Facebook.

ABOUT THE AUTHOR
Lucio Ribeiro, is a co-founder and lead strategist of specialised Social Media agency Online Circle Digital where he works with large and medium size brands in developing their digital marketing strategy and execution. He is considered a thought leader on digital marketing authoring articles in digital innovation and social media strategy, speaking in seminars and judging global awards.