When putting together a digital campaign, one question always comes up: “How many impressions do I need?” Impressions (the number of times your ad shows up) are important because they help get your brand in front of people. So, how do you figure out how many are just right?
A good place to start is aiming for 3 to 5 ads per day, per household, with the goal of delivering at least a million ads throughout the campaign. This balance helps maintain visibility while avoiding ad fatigue. Impressions are essential for getting your brand noticed. However, simply showing your ad isn’t enough. You need to reach the right people often enough for your message to stick. Delivering 3-5 ads per day, per household ensures steady visibility, while a minimum of a million ads gives your campaign the scale it needs to be effective.
What Impacts the Number of Impressions You Need?
Campaign Goals: Are you looking to build awareness (just getting people to know your name) or drive action(like buying a product)? If it’s awareness, more impressions will help familiarize people with your brand. If it’s action, you might need fewer impressions, focusing more on quality than quantity.
Audience Size & Market Saturation: If you have a niche audience, it may take fewer impressions to make an impact, but for larger, more competitive markets, you need to aim for higher numbers.
Budget: Budget naturally plays a role in how quickly you can deliver a million impressions and maintain 3-5 ads per day, per household. It’s important to balance your spend over time, aiming for a campaign duration of 3-6 months to allow your message to gain traction and drive results.
Before launching your campaign, collaborate with your team to fine-tune your audience targeting. This helps ensure your ads reach the right households consistently, maximizing effectiveness. A well-targeted campaign reduces wasted impressions and increases the likelihood of success.
There’s no single answer to how many impressions are right for your campaign, but a strong strategy involves aiming for 3-5 ads per household per day while delivering at least a million ads as a baseline. Adjust based on your campaign goals, audience size, and budget. Not sure of your target or need to curate an audience? NNEdigital has you covered. Reach out today!