frequency cap

Frequency Cap is a term from online advertising. The frequency cap limits the number of advertising media contacts per visitor. The setting of the frequency cap is based on the consideration of whether a visitor is interested in an advertising message or not.

Analyses have shown that a visitor is more likely to click on the banner if he sees it for the first time or only a few times. If the banner is displayed to the visitor x times, the advertising click rate decreases and the advertising becomes more inefficient.

With the Frequency Cap you can set how many times the visitor sees a certain advertisement. A frequency cap of 3 means that the online advertisement is displayed three times per visitor in a given period of time. After that, the same visitor will not see it again. The advantage of this technique is that the visitor can be constantly offered new advertising messages.