Frequency Capping

Definition

Frequency Capping (FC) is a marketing automation technique that can be used to limit the repetition rate of an ad. It determines how often a user should see a brand, an advertisement, or a specific product across multiple channels. It is often used as part of a digital campaign to increase the effectiveness of advertising.

Advantages

Frequency Capping ensures that the ads are effectively targeted to potential customers. It allows the company to schedule ads so that each user sees the same number of ads, regardless of how many times they have visited the brand or product. This prevents users from being inundated by too many ads and gives them more control over their interaction history with the brand.

Disadvantages

A disadvantage of Frequency Capping is that controlling the frequency of ads can be difficult, especially if the company uses multiple channels. Another disadvantage is that the ads that are seen may no longer be relevant if they are seen too often.

Use cases

Frequency Capping can be an effective strategy to engage the customer throughout the customer lifecycle. It can be used on all digital platforms, including display advertising, video content, Email marketing and social media marketing.

Examples

An example of Frequency Capping is when a company assigns only a number of ads per day or per week to a target group. If the same ad is shown multiple times, the company can optimize the ad and replace it with another one to increase effectiveness.

Another example of Frequency Capping is when a company allows a number of ads per customer per day or week. This can be used to ensure that each user sees the same number of ads, regardless of how many times they have visited the brand or product.

Conclusion

Frequency Capping is a useful marketing automation technique that can be used to limit the repetition rate of an advertisement. It helps companies to effectively target their ads and thus increase the effectiveness of advertising. Frequency Capping can be used across all digital channels to engage customers in the customer lifecycle.