Definition of Frequency Capping
A technique used in digital advertising to limit the number of times a specific ad is shown to a single user.
Explanation of Frequency Capping
Frequency capping is a digital advertising strategy that limits the number of times a specific ad is shown to the same user within a set time period. This practice helps prevent ad fatigue, where users become annoyed or uninterested due to seeing the same ad repeatedly. By controlling the frequency of ad exposures, businesses can improve the effectiveness of their campaigns, enhance user experience, and make better use of their advertising budget. Frequency capping can be applied across various digital channels, including display ads, social media, and video platforms. The optimal frequency cap depends on factors such as the nature of the product, the goals of the campaign, and the behavior of the target audience. Setting an appropriate frequency cap involves balancing the need for sufficient exposure to achieve impact with the risk of overexposure. Monitoring and adjusting frequency caps based on performance data helps optimize ad delivery and maximize return on investment. By ensuring that ads remain relevant and engaging, frequency capping contributes to more successful and sustainable advertising efforts.