Glossary Frequency Cap
What Is a Frequency Cap in Native Advertising?
A frequency cap in native advertising refers to a limit set on the number of times an ad is shown to the same user within a specific time frame. This prevents overexposure and ad fatigue.
Examples of Frequency Cap Use
- Weekly Limits: Limiting a specific ad to appear three times per week for each user.
- Multi-Channel Campaigns: Capping exposure across different channels to avoid saturation.
- Event Campaigns: Setting high frequency caps temporarily during product launches.
Key Points about Frequency Cap
- Helps avoid overexposure, maintaining ad effectiveness and user interest.
- Commonly used in retargeting campaigns to balance ad visibility.
- Improves user experience by reducing repetitive ads.
Frequency Cap Best Practices
- Test different frequency levels to determine optimal cap for each campaign.
- Use frequency caps with high-reach campaigns to prevent ad fatigue.
- Monitor engagement rates to adjust frequency caps as needed.
Considerations
- Setting too low of a cap may reduce ad reach; too high may cause user annoyance.
- Frequency caps may vary based on ad type, campaign goals, and user journey.
- Track performance metrics to refine frequency caps for each target audience.
Native Advertising Institute
