{"id":8372,"date":"2024-05-14T13:07:51","date_gmt":"2024-05-14T12:07:51","guid":{"rendered":"https:\/\/oko.uk\/?p=8372"},"modified":"2024-05-14T13:07:51","modified_gmt":"2024-05-14T12:07:51","slug":"ad-frequency-what-is-it-the-little-known-challenges","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/ad-frequency-what-is-it-the-little-known-challenges\/","title":{"rendered":"Ad Frequency: What Is It? The Little-Known Challenges"},"content":{"rendered":"

How much is too much? In this blog post, we cover the ins and outs of ad frequency, and how to make it work for you.<\/p>\n

Sometimes, you have to tell someone something more than once to get through to them. Nowhere is this more true than in advertising, where repetition is often key to success. If the Little Caesar only said \u201cPizza!\u201d once, the ad would be half as effective!<\/span><\/p>\n

Seriously though, reinforcing brand messaging is often the difference between success and failure. The more times a viewer watches an ad, the more likely they are to recall that ad later.<\/span><\/p>\n

But when it comes to repetition, there can be too much of a good thing.<\/span><\/p>\n

In this blog post, we talk about the basics of \u201cad frequency,\u201d how much is too much, how to figure that out, and what to do about it.<\/span><\/p>\n

Case Study:<\/i><\/b> find out how OKO was able to boost Loop Media\u2019s revenue by 500% \u2014 <\/span><\/i>on the first day.<\/span><\/i><\/a><\/p>\n

What is ad frequency?<\/strong><\/h2>\n

Ad frequency refers to how many times an ad gets shown to a single viewer over time. This metric is important because it helps businesses understand how often potential customers see their ads.<\/span><\/p>\n

Repetition can be good in advertising. Studies have shown that audiences have a tendency to remember brand messaging more clearly if they see an ad several times. In one study, viewers who saw the same ad 6 times in an hour of TV had 92% recall<\/a> of the ad, compared to 64% for viewers who only saw it once.<\/span><\/p>\n

But that repetition isn’t an unadulterated good. At a certain point, ads can cross a threshold between “reinforcing a brand message” to “irritating people.”<\/span><\/p>\n

Among the viewers in that study who saw the ad 6 times, intent-to-buy dropped 16% compared to viewers who only saw the ad once. There are downsides for the streaming services themselves, too: 51% of viewers<\/a> who felt they were being served the same ads too frequently would switch to a different service to get away from it.<\/span><\/p>\n

What is frequency capping?<\/strong><\/h2>\n

At the threshold between reinforcing your brand message and getting on people\u2019s nerves is your ad\u2019s frequency cap.<\/span><\/p>\n

A \u201cfrequency cap\u201d is exactly what it sounds like: a cap on how frequently an ad can be shown to individual viewers. Advertisers \u2014 and occasionally publishers \u2014 can set limits on ad frequency to avoid overloading audiences, via Supply-Side Platforms, Demand-Side Platforms<\/a>, or through their monetization partners<\/a>.<\/span><\/p>\n

Particularly in the earlier days of CTV advertising, when fewer advertisers had entered the space, it was common for viewers to see the same ad, over and over, the entire time they were watching. The entrance of more competitors into the field has helped alleviate this problem, as has the development of better tools to cap ad frequency.<\/span><\/p>\n

But, for a tool to be useful, you\u2019ve got to know when and how to use it.<\/span><\/p>\n

Types of frequency capping<\/strong><\/h2>\n

There are a couple of different ways to limit the number of times viewers see your ads.<\/span><\/p>\n