Snapchat Publishes New Report on Optimal Ad Frequency to Drive Recall and Action

How many times do you need a Snapchat user to see your business' ads in order to drive action?
There's obviously no definitive answer here, as each audience is different, but it is an important consideration on Snapchat, in particular, because Snapchat's audience is not overly welcoming of ads, especially within their Stories stream.Ideally, you want to show Snap users just enough of your ads to pique their interest, but not enough to annoy them. Brands are able to control their ad exposure frequency with Snap's 'Reach and Frequency' options (available in most regions) within their campaign set-up. So how many ad exposures should you be aiming for? That's the focus of Snap's latest research report.As explained by Snapchat:"What advertisers want from their marketing campaigns is effective reach, for their target audience to see their message enough times for it to have the desired impact. But how many times is enough? In a world of finite budgets, if the frequency of exposure is too high, reach will be sacrificed, if it’s too low the campaign’s impact may be sub-optimal."In order to determine the optimal ad exposure frequency, Snapchat analyzed 103 brand measurement campaigns, which consisted exclusively of Snap Ads in Stories. The campaigns ran between April 2017 and May 2018, with 75% of them running in the US, and 12% in the UK. Snap's key finding? "Frequency of exposure affects the lift in ad breakthrough, with sharp and steady increases in lift with increasing exposures, up to around a frequency of two per week, after which only modest gains in lift were observed."