This coming year will mark a significant milestone in Germany in terms of how media is consumed. For the first time, digital media time spent will surpass TV time spent. German adults will are forecasted to spend 3 hours and 44 minutes a day online (desktop, laptop, mobile) and 3 hours and 38 minutes watching television. A similar trend is happening in France as well with 3 hours and 58 minutes being spent online and 3 hours and 51 minutes watching television. In addition, next year will also mark the first time Germany adults will spend more time accessing the internet via a mobile device instead of a desktop or laptop.

Digital video advertising has traditionally been pegged as a brand awareness medium. However today this ad format has become so much more. Today, 71% of marketers say they measure digital video performance based on site traffic and over half say they measure based on ROI. Both of those numbers increased when marketers were asked how they would measure performance over the next two years. In addition, two-thirds say it is growing in importance for driving offline sales while 42% already see it as "better than other media at driving sales". While this idea of video advertising as a means of driving lower funnel activities is relatively new, it's quickly becoming a trend among marketers.

Everyone knows that the right message paired with the right creative can make for an effective and successful campaign. Yet we fail to remember sometimes how important the frequency of those campaigns are and how that greatly affects the success of a campaign. Too infrequent and your audience may not absorb your message properly, but too frequent and you may annoy your audience and turn them away from the brand.

No matter your objective, knowing the right frequency in planning a campaign is a crucial consideration. Luckily, Facebook has recently published research outlining how to hit the sweet spot with the frequency of your ad placements. You may think that the more impressions the better. However, a frequency of just two impressions per week captures 95% of both the total possible ad recall and possible purchase intent.

To learn more about what's happening in digital advertising today, tune into our webinar, the Future of Advertising!