Last Updated 10/9/18.
Exposure Intensity and Exposure Strategy affect how many impressions you serve each of your users and how those impressions are served over time. These settings can also affect your budget; how quickly or slowly it spends and how much budget you may need to reach your desired number of total impressions.
Exposure Intensity controls the number of times a user will see an ad over a set period of time. (Feathr defaults to a number of impressions per 8 hours)
The three default Exposure Intensity setting in Feathr are Light, Medium, and Heavy:
Light: 1-4 impressions per user every 8 hours
Medium: 5-8 impressions per user every 8 hours
Heavy: 9-16 impressions per user every 8 hours
Or you can set a custom Exposure Intensity by selecting 'Custom' and then setting the number of impressions (Frequency Cap) you'd like a user to see over what period of time (Frequency Period). This Frequency Period is set in minutes.
Custom Example: you can set a custom Exposure Intensity of 1 impression per 60 minutes so a user could potentially see 24 impressions in one day (if they're online for all 24 hours in that day that is) or 1 impression per 1440 minutes so each user will only see one impression per day.
Exposure Strategy controls the total number of impressions shown per day and how that changes over the length of a campaign.
There are four types of Exposure Strategy you can choose from in Feathr: Flat, Ramp Up, Ramp Down, and Focused.
Flat: A Flat strategy will serve the same number of impressions each day so your budget will spend roughly the same amount each day.
Ramp Up: A Ramp Up strategy will serve fewer total impressions in the beginning of the campaign and gradually increase the number of impressions served until by the end of the campaign it's serving as many as possible. With this strategy you'll the daily spend of your campaign increase each day.
Ramp Down: A strategy of Ramp Down is the exact opposite of Ramp Up; you'll serve more impressions and spend more of your budget in the beginning as each gradually decreases each day.
Focused: A Focused strategy allows you to select the date you want to focus the bulk of your impressions on. Depending on the date you select this can be a variation of Ramp Up or Ramp Down. Or something in the middle as shown in the example below where the Focus Date was set mid-way through the campaign.
Selecting your Exposure Intensity & Strategy:
Selecting Exposure Intensity:
It's important to remember that the power of Retargeting is the continuous exposure it offers you to stay in front of your audience so while serving too many ads can annoy them, not serving enough can be ineffective. According to Retargeter the ideal number of impressions a user should see is between 17-20 impressions per month to solidify brand recall.
So when selecting the Exposure Intensity for a longer running brand awareness campaign a Light or Custom Intensity is best to hit those 17-20 impressions per month. This is perfect for campaigns targeting Lookalike, Keyword Search based audiences and pre or post-show awareness campaigns.
For short running campaigns that are taking advantage of established brand awareness with specific and time sensitive Calls to Action (like registration campaigns) a higher Exposure Intensity can be more effective. But make sure you exclude users who register so they're not inundated with irrelevant ads!
Selecting Exposure Strategy:
There are a couple of key questions you should ask yourself when deciding which Exposure Strategy is right for your campaign:
How long will this campaign run?
A short running campaign (a campaign running 4 weeks or less) is not going to benefit from a Ramp Up, Ramp Down, or Focused Exposure Strategy. These three strategies perform best on long running campaigns that want to build or maintain a presence in front of users while engaging with them most actively at a specific time during the campaign's life.
A Flat strategy is good for long running campaigns that want to maintain a steady presence in front of users or short running campaigns that won't run long enough to benefit from a Ram Up or Ramp Down strategy.
If you answered that this campaign is going to run for more than 4 weeks than you should consider the question below:
What is the Goal of this campaign and the ideal time to actively engage with this Segment?
Do you need or want to build awareness leading up to a date or event, actively engaging with a wider audience at that time? Then Ramp Up is the strategy you're looking for.
Do you need or want to actively engage with your target Segments immediately and then maintain that presence leading up to a specific date? Yes? Then you're looking for Ramp Down.
If you need or want to gradually build awareness and also maintain that presence leading up to a specific date peaking your active engagement somewhere in the middle, I suggest using a Focused strategy.
Determining the Right Budget
As we mentioned above, the Exposure Intensity and Strategy you set plays a big part in how much budget you'll need for your campaign: set your budget too low and your campaign will be ineffective because you're not serving your ideal number of impressions to your users. Set your budget too high and your campaign won't spend it all and that's budget we're sure you could utilize on another marketing effort.
Below is a simple formula you can use as a starting place to determine how much to budget to designate for your campaigns. For this formula you'll need to know two things:
- The size of your Target Segment.
- The number of days your campaign will run.
Once you have determined the above information use this formula to determine your budget:
The above formula provides budget for one impression to be served to each user in your target Segment each day of your campaign. More likely than not, impressions won't be distributed that evenly as users have different browsing behaviors, but it's a good starting place to make sure you have enough budget to reach everyone you want to reach.
4 in this equation is the average cost per thousand impressions (CPM) usually spent on media.
E.g. If my campaign is targeting a Segment of 3000 users for 45 days my budget formula would look like the below:
So the budget for my campaign would be around $540 in order to reach all of my target users once per day. Any budget estimates ending in decimals should be rounded up or down; the Feathr budget tool doesn't accept commas or decimals.
Is one Exposure Strategy better than the rest?
No. Each Exposure Strategy has its own attributes that may suit your campaign better depending on your timeline and goal.