Recently, Meta rolled out a new Beta feature on target frequency. While target frequency is not an inherently new feature, having been available historically via reserve buys, this new Beta allowed us to test within our standard auction campaigns. The change in environment opens up a new realm of targeting capabilities which we love to see!
Hill’s Pet Nutrition, one of our most innovative advertisers, partnered with AdParlor to gain access to this Beta. This allowed our expert media buyers more control over frequency. We know that stronger frequency distribution can have a positive impact on sales in the long term and were eager to see how a calculated throttle would affect media performance.
Our hypothesis? Target frequency optimization would maximize reach at the desired frequency level, resulting in higher average frequency and greater brand awareness.
Drop your email in the form below for instant access to the article, covering:
- Full context, test design & results from Hill’s Pet Nutrition’s Beta testing.
- What is ‘frequency’ in digital advertising and why does it matter for brands?
- What is ‘target frequency’ in digital advertising and why should you test for it?
- How does Meta’s Target Frequency Beta help advertisers?
- Should your brand be testing target frequency campaigns on Meta?
- and more!
