Jason Del Re, OWNERIQ | November 9, 2017

Frequency Capping Consumers

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.

what is frequency capping?

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. Many marketers implement frequency caps to ensure their money is used to reach as many prospects as possible over the course of their campaign.

However, a marketer requiring strict frequency capping of, say, 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 creative have a complex message? Is this a new campaign? Even questioning how unique the messaging 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 schedule, the number of media channels being used, and whether the campaign is in season or not.

dynamic frequency capping

Inmar Intelligence 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, the CoEx DSP deliberately avoids setting hard frequency restrictions, 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 advertiser. This allows our technology to distribute impressions among potential converters in a manner that is most likely to result in a conversion, rather than abandoning potential purchasers still on the fence or overloading shoppers who have already made up their minds.

The Key

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

Want more information on how you can increase your likelihood of campaign success using Dynamic Frequency Capping? Have general inquiries about Inmar Intelligence’s programmatic media capabilities? Get in touch with us.

Jason Del Re, OWNERIQ

Sales Enablement Analyst