What Are Frequency Caps & Are They Recommended?

By | Paid Media | No Comments

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.


4 Things Omni-Channel Marketers Need to Know about Google’s Mobile Update

By | Digital Marketing, Paid Media | No Comments

We heart our phones. We really do. Did you know that 60% of U.S. adults now choose smartphones and tablets over PCs to find information before they buy anything offline? With more people spending more time on their mobile devices, the pressure is on to make sure your website is mobile friendly. Mobile-responsive sites are those that “respond” to a user’s screen size. This means having a site that looks good no matter what kind of device someone is using – smartphone, tablet, laptop or desktop computer.

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Implementing an Omni-channel Marketing Strategy

By | Omni-channel Marketing | No Comments

The days of siloed marketing efforts in which campaigns are launched and measured on separate channels are no longer. These individual, one-off tactics can lead to inconsistency in brand messaging, unpredictable results and poorly spent marketing dollars. It’s time to start thinking about your brand, product, or service in the context of each customer’s digital engagement path. It’s time to start thinking omni-channel.

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horizon interactive logo

Geary LSF Wins Four Horizon Interactive Awards, Recognized As ‘Distinguished Agency’ in 2014 Competition

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Digital marketing agency, Geary LSF, is pleased to announce their recognition in the 2014 Horizon Interactive Awards competition. Receiving four awards in total, including a Gold Award for the design and development of the new, and a Gold Award for the new WD-40 Company website, Geary LSF is honored to be recognized for their creative work. Additionally, the agency took home a silver award in the Promotional Video category and silver in the Advertising – Integrated Campaign category, respectively.

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Local Search Measurement

How to Measure the Effectiveness of Local Search

By | Earned Media | No Comments

Would you ever launch a Paid Search campaign without tracking tags and success metrics in place? How about SEO? Display? Of course not, yet we continually see Local Search programs that have no tracking mechanisms in place. One of the challenges in measuring the effectiveness of Local Search is the local searchers tendency to convert offline. While we have some new and interesting approaches to address that problem, there are online metrics that offer immediate solutions as well.

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Premium Link Building

The Case For Premium Link Building

By | Earned Media | No Comments

There’s no such thing as one-size-fits-all when it comes to developing an SEO strategy, and choosing the right strategy can have a significant impact on your site’s ranking, traffic, and overall business success. Designing your brand’s approach and choosing the tactics that will work best for you depends on:

  1. What state your website is in
  2. Your current rankings
  3. Your overall authority
  4. Online market share
  5. Your competition

In this article, we’ll focus on just one of the many tactics you can choose to add to your Earned Media mix: Premium Link Building.

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