The Right Frequency Capping
Frequency Capping refers to limiting the number of ad impressions per user in the ad server. In English, Frequency Capping means “limiting the frequency.” This aims to counteract “banner blindness,” as too many ad impressions can lead to your ads no longer being noticed. On the other hand, Frequency Capping also prevents showing an ad so frequently to a user that they become completely annoyed, leaving no chance to convert them into a real customer.
Many websites use cookies to store information about users. The ad server can identify individual users (anonymized) through the cookie and serve relevant ads. The frequency capping is also controlled via cookies in the ad server.
Example of Frequency Capping
For example, you have a display campaign running, and the frequency capping is set to “5”. This means the ad will be shown to each user a maximum of five times per time interval. The length of the time interval is individually set and could be a day, a week, or even longer.
Types of Frequency Capping
There are three types of frequency capping to distinguish:
- user-dependent frequency capping
- advertiser-targeted frequency capping
- user-dependent and cross-channel frequency capping
User-Dependent Frequency Capping
One method is user-dependent frequency capping. This involves counting the total number of interactions a user has with a single ad. Once the set limit is exceeded, the ad server stops serving further ads. Problems arise when the user visits different websites managed by different advertisers, as the frequency capping loses its function, and the predefined number of ad impressions can no longer be ensured.
Advertiser-Focused Frequency Capping
The second method of frequency capping focuses on the advertisers. The number of ads per user per ad network must be set. The challenge here is to configure frequency capping in such a way that there is enough ad pressure, but also prevents banner blindness for the user.
User-Dependent and Cross-Channel Frequency Capping
The third method is user-dependent and cross-channel frequency capping. In this case, the ad server ensures that the user is contacted across various channels during their Customer Journey on the internet and adjusts the maximum ad serving accordingly. This, however, requires cross-channel tracking.
Especially with retargeting, well-set frequency capping is crucial, as users who repeatedly encounter the same ad feel stalked. This is also why more and more users are using ad blockers and completely avoiding ads.
A/B Tests
By the way, there is no one-size-fits-all value for frequency capping. Each target group reacts differently, and what works well for one may be too much for another. The only way to determine the right settings is to test. A/B tests are useful here, which test two non-overlapping retargeting lists against each other. The time interval for the cookies must be identical, and both lists must offer the same products. If frequency capping is then set differently for both lists, it can be evaluated which capping yields the highest conversion rate.
Your Contact for Frequency Capping
Our online specialist Tanja Hensler will help you set up an online campaign for customer acquisition and also advise you on frequency capping as part of your campaign. Contact her for a free consultation at (hensler@trebbau.com, Tel.: 0221/37646 – 330).