You have to consider many variables when planning even a single digital ad: type of ad, visual elements, accompanying text, audience targeting, landing page composition, marketing channel and so on. When you're busy plotting the perfect combination of these factors, it's easy to forget another crucial aspect of advertising campaign planning: ad frequency.
Frequency is simply the number of times a customer will see your digital advertisement. While it might seem like an afterthought or something to figure out after you launch the campaign, frequency has huge implications on not only the success of an ad, but also on the audience's perception of your brand. If improperly managed, frequency can be the reason that ads don't deliver optimal returns or backfire altogether and estrange consumers who might otherwise be interested in your brand.