Advertisers do not want to spam users with ads that are too frequent. Sites that users log into multiple times per day, such as social media networks, speed up how quickly ads grow stale.
What can you do?
In digital media, frequency is measured as the number of impressions delivered to a user usually within a 24-hour period. Frequency serves as both a tactic and a means of measure. The media community generally follows the concept of the “Rule of 3″. Some define this as three exposures required before a user takes action or remembers a brand. Others define this as a best practice where any more than three or four exposures per day becomes too intrusive to users.
There are two points of view. One is the concept of “less is more”. This means that a strong impact can be generated through stricter frequency caps, and that more aggressive caps do nothing more than produce wasted spend and eventual immunity to the ad message. The other approach suggests that the “correct” frequency may actually be higher and that capping should not be employed. Such considerations revolve around goals of brand awareness.
There are many factors that can influence whether advertisers choose to cap frequency in online Display Advertising, and if so, at what rate. In general, the “Rule of 3″ is a good best practice and starting point. However, to find the effective number of each brand and buy type requires testing. There isn’t a single standard for the ideal frequency for online display. The type of media and how it’s bought can certainly influence the right approach to frequency. As with many other tactics and strategies in digital media, testing and measuring before determining is the best answer for any advertiser, as it will allow you to find what is right for your goals and buy types.
For more information on Frequency Capping check out The Double-sided Argument to Frequency Capping article.