According to advertising industry, effective frequency is the number of times a person is exposed to an advertising message before a response is made and before exposure is considered wasteful. In advertisement industry, finding the optimal frequency of an ad is the key. In mobile advertisement industry, repeated exposure to ads, specifically at key points in the purchase cycle can positively change consumer awareness and over exposure can create negative sentiment. In case of mobile ad, higher frequency is needed. To know more, follow: http://digitalmarketingmagazine.co.uk/digital-marketing-advertising/re-defining-mobile-advertising-frequency/1205