Frequency Cap

Definition of Frequency Cap

A limit on the number of times a specific ad is shown to a user within a certain time period.

Explanation of Frequency Cap

A Frequency Cap is a limit set by advertisers on the number of times a particular ad is shown to the same user within a specific period. This practice helps prevent ad fatigue, where users become annoyed or desensitized to an ad due to excessive exposure. By setting a frequency cap, advertisers can ensure that their ads remain effective and engaging without overwhelming the audience. The optimal frequency cap varies depending on factors such as the ad format, campaign goals, and target audience. Monitoring and adjusting the frequency cap based on performance metrics can help maximize the impact of advertising campaigns. Frequency capping is commonly used in digital advertising platforms, such as display ads, social media ads, and video ads. It helps balance ad exposure, improve user experience, and increase the overall efficiency of ad spend.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.