The rule of 7: the power of high frequency
It takes an average of seven exposures to an advertisement for it to register. How Ashton Media uses frequency and multi-location placement in digital out-of-home.
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 seven exposures to an advertisement for it to register in a consumer's mind.
This is how Ashton Media leverages high frequency and strategic multi-location placements in digital out-of-home (DOOH) rollouts to create campaigns that resonate with audiences.
Frequency is built into the medium
A commuter passes the same junction twice a day, five days a week. A screen on that junction delivers ten exposures in a working week without the brand doing anything else. Add the screens on the rest of the route and the number multiplies.
Multi-location placement
Rather than one screen seen once, a campaign across Selander Bridge, Chole Junction and the roads between them reaches the same people in different places, at different times of day, with the same message. Recognition builds faster, and the message is recalled when it matters — at the shop, at the showroom, at the point of decision.