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Apr 7, 2015 5:15:00 PM

What Is A Frequency Cap?

Lets talk about what the term frequency cap means and why it is important to set it properly for online advertising campaigns.There must be an ad that you see online all the time. It may follow you around the web as you’re browsing, or appear repeatedly in the ad breaks of your favorite online TV show. Either way, it may beamusing the first or second time, but after the seventh or tenth time, it’s just plain irritating isn’t it?

Well, it’s the same for your customers. Once they’ve seen your ad more than a certain number of times – (the rule of thumb in the online advertising community is that 3 exposures seems to be the magic number), its unlikely to produce any more significant measurable results, whether they’re clicks, view-throughs, conversions, or intent to buy. When you move beyond that magical number, you are basically decrease the volume of your media dollars. (Note: naturally keep in mind that I am speaking in overview general terms for most online ad campaigns and there's an exception for every rule based on unique campaign parameters.).

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