More reach or more repetition? The reach-frequency curve is the most important media planning decision. How SMBs with €500-5,000 find the optimum.
TL;DR
The reach-frequency curve describes the trade-off between how many people you reach and how often. Maximizing both at once is impossible — budget forces a choice. DOOH effective frequency: 3-5 contacts (3+ awareness, 5+ action). Below 3: message lost. Above 8: wear-out and wasted budget.
Reach vs frequency math
Christian Starzengruber
Founder, adyoutiser
Ich habe Adyoutiser 2025 in Wien und Bratislava gestartet, weil Bildschirmwerbung keine Agentur brauchen sollte. Wir haben ein Buchungs-Tool gebaut: Bildschirm auf der Karte auswählen, Werbung hochladen, zahlen — live in unter 5 Minuten, ab €2. Wir veröffentlichen unsere Roadmap öffentlich und antworten auf jede E-Mail innerhalb von 24 Stunden.
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