Most Meta campaigns are bought through the auction, where prices fluctuate. Reach and frequency campaigns let you reserve delivery ahead of time: you define the audience, budget, schedule, and how often people should see the ad, and Meta quotes a predicted reach at a locked CPM. It's built for awareness goals where predictability matters.
This buying type is common for product launches, large brand campaigns, and time-sensitive pushes like elections or events, where reaching a defined population a set number of times is the goal. It typically requires a larger audience and budget than auction campaigns.
Example
A statewide campaign reserves reach and frequency delivery to reach 1.2 million adults an average of three times in the final two weeks before an election.
How Sloss Digital uses it
We use reach and frequency buying for high-stakes awareness pushes — launches and political campaigns — when guaranteed delivery matters more than auction pricing.