Frequency Capping: Not All Consumers Are Created Equal

  • by ownerIQ
  • Nov 09, 2017

There is no denying the media marketplace is over saturated. Due to the multitude of content and advertising clutter, consumers today are engaged with media through the entire day.

Brands actually need to be seen over and over and over again in order for consumers to notice AND remember them. The brands who get remembered are the ones who win. This new paradigm has changed the fundamental way advertisers need to be looking at frequency.

Frequency capping sets a limit for the number of impressions served to a user per day, per week or per month by each ad, ad group, or campaign.

However, a marketer dictating 3 impressions per week is failing to take into account that users are individuals who respond to media advertising differently. To truly maximize conversions, it’s imperative to assess and measure the performance of each user first THEN determine a frequency cap (if needed).

Advertisers often make campaign decisions based on the belief that campaign frequency restrictions are a must, but many factors need to be considered before determining a campaign’s frequency.

Market factors such as brand recognition, market share, and length of the purchase cycle must be considered prior to determining a frequency cap on campaign ads.

A high-frequency strategy may be beneficial for brands that are new, have a low market share or are running shorter campaigns (with smaller budgets).

Message factors need to be considered as well. Does the ad have a complex message or not, is this a new campaign, or simply how unique the message and creative are.

Lastly, there are media factors that could impact the frequency of your ads. Factors such as the length of the campaign, whether a campaign is always on or has a pulsed scheduled, the number of media channels being used, and whether the campaign is in season or not.

ownerIQ recognizes not all consumers are created equal. While some consumers can convert quickly, others might take a while before taking any type of action.

Using Dynamic Frequency Capping, ownerIQ deliberately avoids setting hard frequency restriction, whether they are maximums or minimums, based on arbitrary limits. In fact, we let our optimization engine determine optimal frequency based on actual in-market data specific to each advertisers.

The Key: Mapping frequency based on campaign factors (market, message, and media)  and user performance. We recommend different approaches per each campaign for greater campaign success.

For more information on how ownerIQ increases campaign success using Dynamic Frequency Capping or general inquiries about ownerIQ, contact your Account Manager or click here.

Categories:Posts from 2017


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