Frequency: How much is too much?
This article is part of a series of articles on frequency. Read more.
Need to know
- Many advertisers will use manual frequency caps as a strategy to avoid banner fatigue – because if your audience sees an ad too many times, they’ll tune it out completely
- While manual frequency capping can help avoid banner fatigue as well as save advertisers’ marketing budget, it can impede on impression conversions
- Sizmek recommends eliminating manual capping in favor of AI-assisted capping which offers one-to-one targeting, dynamic creative optimization and frequency by user (as opposed to...