Balance reach against frequency for a fixed budget and see the trade-off each choice forces.
A fixed budget buys a fixed number of impressions, which can be spent on reaching more people or on reaching fewer people more often. The two are strictly traded against each other, and this makes the exchange rate explicit. Planning reach and frequency independently produces plans that cannot be bought; the budget constraint ties them together.
Marketing Reach Frequency
Impressions = budget ÷ CPM × 1,000; reach = impressions ÷ frequency
Impressions = budget ÷ CPM × 1,000; reach = impressions ÷ frequency A fixed budget buys a fixed number of impressions, which can be spent on reaching more people or on reaching fewer people more often. The two are strictly traded against each other, and this makes the exchange rate explicit.
Planning reach and frequency independently produces plans that cannot be bought; the budget constraint ties them together.
This calculator takes 4 inputs: Available budget, Cost per thousand impressions, Desired frequency, Target audience size. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.