Frequency capping
December 28, 2008 – 8:35 pmFrequency capping is often seen as a way to avoid banner burnout, the point where visitors are being overexposed and response drops. This may be true for campaigns of a performance nature measured by click-throughs/ conversions but it might run counter to campaigns of a branding nature measured by non-click activity.
Cap campiagns!!!! The more intrusive and potentially annoying an ad is, the more important the frequency cap becomes. Page takeovers, interstitials, anything with auto-play audio, even pop-ups and -unders; all benefit from frequency caps. 5 per users per campaign is a good benchmark. Some frequency caps work on a per format basis. You want something that stretches across all the formats in your campaign.
Otherwise, if the Leaderboard version of the ad had a frequency cap, I could still be exposed to the same ad in a different format being the exact same ad, only in a different size.
For advetisers and agencies, it is extermely important to undertsand how your delvery mechanism caps their campaigns to get you both speaking the same language…………………… Is a frequency cap of 4 actually a frequnecy capp of 4??
