What is Frequency Capping?
Internet Marketing Dictionary | Frequency
Frequency Capping is the process of limiting the number of
times a person sees a specific advert on a website. It is used
to try and improve ad relevancy and interest.
If a person sees a particular ad too many times and doesn't
react to it by clicking on it, it is more likely that they are
not interested in it. By restricting the number of times the ad
is seen, the user will see fewer ads that they are not
interested in. This leads to the twin benefit that the user
tends to see ads that are more interesting and advertisers will
get higher response rates to their advertising.
Frequency capping is being introduced to the AdSense system as part of integration with
Google's DoubleClick acquisition. This is likely to improve
click through rates of AdSense ads on publishers' sites.
There are a number of ways of frequency capping ad displays.
For example, ads can be set up to be displayed to a user a
limited number of times, or a limited number of times in a
specified period such as a week. Typically this system of
frequency capping requires the user to accept cookies.
As always with advertising, setting up frequency capping to
maximise profitability requires user testing. There are two
conflicting forces at play: building brand awareness and
consumer disinterest. Only testing can tell you where the optimum
balance lies. In many instances an ad needs to be seen several
times to get noticed. However, seeing the same ad too many
times can lead to ad blindness - a situation where the user
fails to register the ad at all.