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認識媒介策劃兩大重要維度:Reach & Frequency (上)

過往遞交媒介策劃書時,曾經有客戶詢問過為什麼在我們的受眾設定裡,每個廣告組合的最大潛在觸及人數只有約三十萬人,只及其他廣告代理的百多萬人的三份一,這是否代表我們的廣告表現較差呢?

要回答這個問題,當中涉及了媒介策劃中兩個最重要的維度:觸及人數 (Reach) 及曝光頻率 (Frequency)。由於廣告預算的限制,我們需要根據廣告目標及消費者行為,對廣告的「深度」及「廣度」作出取捨,以有效達致媒介推廣目標。

何謂 Reach & Frequency
觸及人數 (Reach):指至少瀏覽過廣告一次的人數
曝光頻率 (Frequency):指每個人平均看到廣告的次數

另一個常見的指標曝光次數 (Impression) 則是指廣告曝光的總次數,計算方法 Impression = Reach x Frequency。需要注意的是,預期觸及人數 (Estimated Reach) 並不等於潛在觸及人數 (Potential Reach)。前者是指在計劃中的 Frequency 及推廣預算之下,所能觸及到的人數,而後者則只是目標受眾的總體人數估算。

雖然 Impression 的計算方法於字面上與傳統媒體的總收視點 (Gross Rating Point) 非常相似,但兩者所表達的意思卻完全不同,所以不能混淆兩者。

為什麼需要多次曝光?
由於人有廣告迴避 (Ad Avoidance) 的傾向,對廣告比較抗拒,而且網上資訊氾濫,所以消費者對單一廣告的專注力其實十分有限。單靠數次的廣告曝光,消費者不一定能夠察覺到你的廣告,更遑論影響他們的購買決定。

一位英國商人於 1885 年的著作《Successful Advertising》中,便對廣告曝光頻率作出了形象化的描述:

“The 1st time people look at ad, they don’t see it.
The 2nd time, they don’t notice it.
The 3rd time, they are aware that it is there.
The 4th time, they have a fleeting sense that they’ve seen it before.
The 5th time, they actually read the ad.
The 6th time, they thumb their nose at it.
The 7th time, they get a little irritated with it.
The 8th time, they think, “Here’s that confounded ad again.”
The 9th time, they wonder if they’re missing out on something.
The 10th time, they ask their friends or neighbors if they’ve tried it.
The 11th time, they wonder how the company is paying for all these ads.
The 12th time, they start to think that it must be a good product.
The 13th time, they start to feel the product has value.
The 14th time, they start to feel like they’ve wanted a product like this for a long time.
The 15th time, they start to yearn for it because they can’t afford to buy it.
The 16th time, they accept the fact that they will buy it sometime in the future.
The 17th time, they make a commitment to buy the product.
The 18th time, they curse their poverty because they can’t buy this terrific product.
The 19th time, they count their money very carefully.
The 20th time prospects see the ad, they buy what it is offering.”

雖然這本著作已經是百多年前出版,但以上陳述在今天依然成立。事實上,在我們過往以轉換及銷售額為目標的客戶之中,絕大部份的轉換都是發生在第 10 次曝光之後,當中一些奢侈品及 B2B 客戶的銷售更是普遍發生在第 25 次曝光之後。

因此,雖然香港人口相對其他國家及地區少,但由於我們需要以大量的廣告投放來提升品牌知名度,以至最後改變消費者的購買決策;在 Reach 和 Frequency 當中,便要作出取捨,選取最相關的受眾群組,降低觸及人數,以提升廣告的曝光頻率。

回到客戶最初的問題上,由於我們需要以較高曝光頻率,於有限預算內以爭取更多轉換,因此我們作出了取捨,透過受眾分析,在目標市場中選取出最願意購買,同時亦有能力購買我們產品的受眾群組,因此我們的潛在觸及人數會較精準度較差的廣告設定為少。最後,雖然我們廣告設定的最大潛在觸及人數較少,但所帶來的銷售額卻超出客戶所定目標約 30%。

我們在文章的下一部份會談及影響合適曝光頻率的影響因素,從而制定出有效的媒體策劃。

Figurist由一群經驗豐富的原4As Digital Performance專家成立,專注提供專業及客製化廣告投放服務,以業務轉換,提升客戶營業額為目標。立即查詢!

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