The Rule of 7 - The power of high frequency

​In the fast-paced realm of outdoor advertising, where attention spans are fleeting and impressions must be made swiftly, mastering the art of effective messaging is paramount. Enter the rule of 7 - a cornerstone principle in marketing, famously championed by Jeremy Lant, suggesting that it takes an average of 7 exposures to an advertisement for it to register in a consumer's mind. In this blog post, we'll delve into how Ashton Media leverages high frequency and strategic multi-location placements in digital out-of-home (DOOH) advertising rollouts to create impactful campaigns that resonate with audiences.

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The Rule of 7
Jeremy Lant's research has long emphasized the significance of repeated exposure in shaping consumer behaviour. His findings underscore the importance of persistence in advertising, highlighting the need for brands to maintain a consistent presence to effectively break through the clutter. In the context of DOOH advertising, where fleeting glimpses and short attention spans prevail, the rule of 7 takes on added significance. At Ashton Media we recognize the power of this principle and incorporate it into campaign strategies to ensure maximum impact and message retention.

Short Ad Lengths, High Frequency:
In the dynamic landscape of DOOH advertising, brevity is key. Ashton Media understands that advertisers have only seconds to capture attention and convey their message effectively. Short ad lengths, typically ranging from 8 to 10 seconds, are carefully crafted to deliver impactful messaging that resonates with viewers on the move. However, it's the combination of short ad lengths with high frequency that truly amplifies their effectiveness. By saturating key locations with repeated exposures, Ashton Media ensures that their messages are seen by audiences multiple times, increasing brand recall and driving engagement.
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Strategic Multi-Location Placements:
Furthermore, Ashton Media strategically places Digital Screens across multiple locations to maximize campaign reach and effectiveness. Whether it's at airports, shopping malls, bus stands, or along major highways, each touchpoint along a commuter's journey presents an opportunity to connect with the audience. By strategically targeting these high-traffic areas, Ashton Media ensures that their messages reach consumers at various stages of their daily routine, reinforcing brand messaging and driving home key brand associations.

In the realm of DOOH advertising, the rule of 7 serves as a guiding principle for us, shaping our approach to DOOH planning and execution. By harnessing the power of high frequency and strategic multi-location placements, we create immersive and memorable brand experiences that resonate with audiences on the move. As Jeremy Lant's research has shown, persistence pays off in advertising, and Ashton Media's commitment to this principle ensures that our DOOH screens break through the noise and leave a lasting impression on consumers.