What is Frequency Capping?

Frequency Capping, as a marketing tactic, evolved alongside the rise of digital marketing, particularly the display ad industry.

Its genesis can be traced back to the early days of Google's online advertising network, Google Display Network (GDN), and Google AdWords. Initially intended to improve ad performance and reduce redundancy, Frequency Capping has become an integral part of modern-day marketing strategies.

In its simplest terms, Frequency Capping refers to setting a limit on the number of times a particular ad is displayed to a specific user within a given time frame. This marketing tactic is prominently used in retargeting campaigns, where marketers want to maintain a delicate balance between reminding users about their product or service and overwhelming them with the same ad. If the goal is to generate website traffic, Frequency Capping effectively conserves your ad spend by minimizing unnecessary impressions while ensuring your potential customers aren't put off by incessant ad repetition.

Examples of Frequency Capping

1. An e-commerce company can use Frequency Capping to limit the number of times a user sees an ad for a product they recently viewed on the company's website. This helps maintain customer interest without becoming intrusive.

2. A digital publication may use Frequency Capping to control the exposure of their subscription ads to their frequent readers. This way, they remind their readers of the subscription offer, but at the same time, they don't make their free reading experience distasteful by excessive ads.

3. An online banking service might use Frequency Capping to promote new savings plans or loan options, ensuring potential customers aren't overwhelmed with the same promotional message.

4. A gaming app aiming to attract its inactive users back could apply Frequency Capping to their retargeting efforts. The users would be reminded of the app, but not to the extent that it becomes annoying.

5. Finally, a food delivery service can leverage Frequency Capping when promoting special discounts or deals in a specific region, optimizing ad exposure without exhausting their promotional resources or potential customers' patience.

Marketing Tactics Similar to Frequency Capping

• Drip Campaigns: A form of email marketing that sends out emails to customers at scheduled intervals. It shares a similar principle with Frequency Capping, in not overwhelming customers with messages.

• Ad Scheduling or Dayparting: This refers to running ads at specific times of the day or week to reach your audience when they are most active. Like Frequency Capping, it helps optimize ad performance by controlling exposure.

• Segmentation: It involves creating subgroups within your target audience to deliver customized messages. It's tied to Frequency Capping because it involves identifying specific user behavior, interests, and preferences to customize ad frequency.

• Banner Blindness: A concept where web users consciously or unconsciously avoid banner-like advertisements on websites. It directly relates to Frequency Capping as excessive ad repetition may trigger banner blindness among users.

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