A recent study from Lumen and Kinetic examines the importance of frequency in Outdoor Advertising.
Why Outdoor Advertising frequency matters:
Every frequency is important and attention uniformly increases as frequency increases.
Each frequency drives incremental gains in terms of recall: see an ad once and there’s a 9% level of spontaneous recall; increase that to five exposures and spontaneous recall goes up to 56%.
Small amounts of attention have an impact on upper-funnel metrics, while large amounts of attention are needed to shift lower-funnel metrics.
Frequency builds persuasion - as your frequency of exposure increases, so too does the awareness of your brand or company.
Source: WARC Exclusive, OOH frequency drives attention. June 2024
Source: WARC Anatomy of Effectiveness 2022 / Nielsen Research effective frequency modelling.