Final answer:
Optimizing to both reach and frequency can be strategically done depending on a marketing campaign's specific goals. While they can work in contrast, they don't always do so, and a balance can sometimes be necessary for certain campaign objectives.
Step-by-step explanation:
The statement that optimizing to both reach and frequency should never be done is not necessarily true; they do not always work in contrast with one another. Reach refers to the number of unique viewers who see an advertisement, while frequency refers to the number of times those viewers see the advertisement. The relationship between reach and frequency can be complex, depending on the specific goals of a marketing campaign.
For instance, a newer brand looking to build awareness might prioritize reach to expose their product to a broader audience. Conversely, a well-known brand might focus on frequency to reinforce its message amongst a smaller, more targeted audience. However, there might be circumstances where a balance is appropriate, such as when a brand wants to maintain broad visibility while ensuring its message is viewed multiple times by its target demographics to achieve a specific conversion goal.
Thus, optimizing for both reach and frequency can be done strategically if the goals of the campaign warrant it. However, it's important to understand that maximizing both simultaneously can often lead to inefficiencies, as they can require different strategies and allocations of marketing resources.