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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.

Englisch: frequency cap
Updated at: 19.09.2017
#Words: 154
Links: online advertising (Ad), frequency (f), media, visitor, message (MSG)
Translations: DE

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