New research from Adgile highlights the pitfalls of low-frequency advertising strategies in streaming. The study, which analyzed data from over 800 Australian brands, reveals that the so-called "frequency of one" is misleading. It appears efficient only because it relies on prior brand exposure. As brands shift their spending from linear TV to streaming, they often lose the cumulative frequency that builds brand recognition, leading to declines in performance. In linear TV, frequency accumulation happened naturally due to scale. Streaming, with its frequency capping, disrupts this by limiting repeated exposure. The report emphasizes that advertisers shouldn't apply a one-size-fits-all frequency model. Instead, they should tailor their approach based on specific brand needs—whether to build, refresh, or convert. Without a solid foundation of prior exposure, the effectiveness of single ads diminishes significantly. The findings align with broader effectiveness research, such as studies by Les Binet, which indicate that a high volume of exposures is crucial for driving profit. Binet asserts that in advertising, large numbers matter; campaigns often require hundreds of millions of exposures to make a substantial impact. Mental availability, essential for brand recall, builds over time through consistent and repeated efforts. This research underscores the importance of frequency as an asset rather than a mere by-product in advertising strategies.