Which concept measures the effectiveness of an advertisement in terms of audience exposure over time?

The concept that measures the effectiveness of an advertisement in terms of audience exposure over time is frequency. Frequency refers to the number of times an individual is exposed to a particular advertisement within a specific period. This measurement helps marketers understand how often their target audience sees their ad, which is crucial for creating brand awareness and reinforcing messaging.

When marketers talk about frequency, they are generally focused on the balance between reaching a sufficient number of people (reach) and ensuring that those people see the advertisement multiple times so that the message resonates. High frequency can lead to heightened awareness and recall of the advertisement, thereby increasing the chances of consumer response.

Engagement frequency specifically relates to how often individuals interact with the content, rather than merely seeing the ad. Audience reach focuses more on the total number of unique individuals exposed to the ad, without accounting for how many times they see it. Ad visibility score can refer to metrics that assess how visible an ad is when displayed but does not directly measure audience exposure over time like frequency does.

Thus, frequency is the most precise concept for assessing the effectiveness of an advertisement in terms of repeated audience exposure over time.