Glossary A–ZLetter A
Advertising pressure
Advertising pressure describes how intensively a target group comes into contact with an advertising message over a period.
It results from the reach and frequency of contacts. It is often measured in gross impressions or gross rating points.
In practice, advertising pressure determines whether a message is remembered. Too little pressure fizzles out; too much can annoy. In screen networks, it is controlled through the number of locations, the frequency within the loop and the campaign duration. An example: a creative that plays once in a two-minute loop generates more repetitions per person in a place with a long dwell time, such as a waiting room, than at a point people simply pass through.
High advertising pressure is not always the goal. In places where people stay for a long time, the same message on constant repeat quickly seems intrusive and can disturb the environment. Operators should look at advertising pressure together with dwell time and loop length and limit repetitions if necessary. The share of a location's total advertising time is a related but different measure: share of voice.