Use-case
Budget and frequency are linked. What you spend, where you target, how long you run and creative length all shape how often your ad plays. Learn to optimise and fix over/underpaid campaigns.
Performance indicator
The indicator compares budget to targeting and duration:
Green — budget matches available inventory. Ready to launch.
Yellow — underpaid. Narrow targeting, shorten run, reduce hours or raise budget.
Red — overpaid. Broaden targeting, extend run or lower budget.
The page also shows Max Capacity (the ceiling your targeting could theoretically consume) and Suggest optimal budget (AI proposal based on current targeting).
How to optimise
Underpaid: - Narrow geotargeting (specific postcodes, cities, streets) or limit venue types. - Shorten duration or restrict to specific hours. - Raise budget.
Overpaid: - Widen geotargeting or add more venue types. - Extend duration or remove scheduling limits. - Lower budget.
Budget distribution
The delivery system spreads your budget across the full campaign duration. Daily spend adapts to screen availability and audience patterns — it won't be perfectly even.
Ad display frequency
How often your ad plays in a given period (per hour, per day). Visible at campaign, geotarget, venue type and location levels.
Driven by:
Targeting — venue type, geography and budget.
Ad time available — venue hours, other content length and screen count.
Venue type — gas stations allow ~60 plays/hour; doctor's waiting rooms ~10.
Other content — screens play ads-only or mix in news/location content.
Creative duration — longer creatives lower frequency. Optimal is 10 seconds.
Good to know
The campaign guide (left side) surfaces warnings and tips. Red warnings block launch.
Frequency = how often; Impressions = total views. Related but different. See Footfall and impressions explained.