{"id":171,"date":"2015-06-22T17:24:18","date_gmt":"2015-06-22T17:24:18","guid":{"rendered":"http:\/\/academy.mobidea.com\/?p=171"},"modified":"2021-03-25T16:55:19","modified_gmt":"2021-03-25T16:55:19","slug":"frequency-capping","status":"publish","type":"post","link":"https:\/\/www.mobidea.com\/academy\/frequency-capping\/","title":{"rendered":"Frequency Capping: Everything You Should Know"},"content":{"rendered":"<div class=\"mobid-before-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-1540179105\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mobidea.com\/academy\/frequency-capping\/#introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mobidea.com\/academy\/frequency-capping\/#frequency-capping\" >Frequency Capping<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mobidea.com\/academy\/frequency-capping\/#how-should-you-use-the-frequency-capping-tool\" >How Should you Use the Frequency Capping Tool?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mobidea.com\/academy\/frequency-capping\/#conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As a media buyer, you\u2019re gonna be able to use a lotta tools when creating a campaign.<\/p>\n<p>You may leave some of them by default because their impact on a campaign\u2019s performance is almost unnoticeable.<\/p>\n<p>However, there are others that are rather important.<\/p>\n<p>One of them is called <strong>frequency capping<\/strong>, and it can be applied to a campaign, ad or spot.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"frequency-capping\"><\/span><strong>Frequency Capping<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The frequency capping is a tool that allows you to limit how often an ad is shown to the same user in a set period of time.<\/p>\n<p>In other words, it refers to the number of times (impressions) the user will see each ad.<\/p>\n<p>If you set a frequency cap of 2\/24 hours for an ad, it will be shown a maximum of two times to the same user in only one day.<\/p>\n<p>If you choose this metric for a campaign and you have more than one banner implemented there, the frequency cap of 2\/24 hours means that the user will see 2 impressions in 24 hours, <em>regardless of the banner.<\/em><\/p>\n<p>That is, the impressions can come from the same banner or from different banners \u2013 it\u2019ll always depend on the ads rotation system inside the campaign (it can be random rotation, or based on CTR, or based on performance).<\/p>\n<p>In some cases, the frequency capping can also be applied to a zone or group of campaigns.<\/p><div class=\"mobid-in-content-15-p\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-3731642713\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"semrushtrialseo\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/semrushtrialseo.gif\" alt=\"\"  class=\"no-lazyload\" width=\"728\" height=\"90\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<h2><span class=\"ez-toc-section\" id=\"how-should-you-use-the-frequency-capping-tool\"><\/span><strong>How Should you Use the Frequency Capping Tool?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s a very useful tool when you\u2019re buying on a CPM basis (cost per one thousand impressions) and you\u2019re receiving by conversion, lead or sale.<\/p>\n<p>As your main goal is leading the user to the conversion, you can restrict your costs by paying only for the impressions that are most likely to give you more revenues.<\/p>\n<p>If a user sees a banner many times and doesn\u2019t click on it, you can\u2019t expect it\u2019ll do it in the near future and so you don\u2019t need to pay for that impression forever.<\/p>\n<p><strong>The frequency capping you should set depends on your position among the competition<\/strong>.<\/p>\n<p>Here&#8217;s the deal:<\/p>\n<p style=\"text-align: left;\"><a href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case1.jpg\"><img decoding=\"async\" class=\"wp-image-172 aligncenter\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case1.jpg\" alt=\"Article_2_case1\" width=\"333\" height=\"219\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case1.jpg 714w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case1-250x165.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case1-700x461.jpg 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case1-120x79.jpg 120w\" sizes=\"(max-width: 333px) 100vw, 333px\" \/><\/a><\/p>\n<p>You know that you\u2019re not in the first positions; that there\u2019s another \u201cguy\u201d paying more than you for each impression for a given spot and\/or campaign.<\/p>\n<p>You\u2019re basically receiving the rest of the traffic he\u2019s not able to get or doesn\u2019t want (case 1).<\/p>\n<p>What I\u2019d suggest you do is try to gain the top positions by raising your bid, and analyse whether or not that\u2019s profitable for you.<\/p>\n<p>After you increase your bid, <strong>you\u2019ll have to deal with one of these two scenarios:<\/strong><\/p>\n<p>The first position is far away from being profitable for you (case 2) or it happens to be your perfect position (case 3).<\/p>\n<p style=\"text-align: left;\"><a style=\"font-size: 16px; line-height: 1.5;\" href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case2.jpg\"><img decoding=\"async\" class=\" alignnone wp-image-173\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case2.jpg\" alt=\"Article_2_case2\" width=\"349\" height=\"237\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case2.jpg 666w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case2-250x170.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case2-120x82.jpg 120w\" sizes=\"(max-width: 349px) 100vw, 349px\" \/><\/a><a style=\"font-size: 16px; line-height: 1.5;\" href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case3.jpg\"><img decoding=\"async\" class=\"alignnone wp-image-174\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case3.jpg\" alt=\"Article_2_case3\" width=\"343\" height=\"232\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case3.jpg 664w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case3-250x169.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case3-120x81.jpg 120w\" sizes=\"(max-width: 343px) 100vw, 343px\" \/><\/a><\/p>\n<p>In the first scenario, and once you arrive to the first position, you can expand your frequency capping or even disable it to bring more profitable impressions, until the point that it\u2019s still profitable for you (case 4 and 5).<\/p>\n<p style=\"text-align: left;\"><a style=\"font-size: 16px; line-height: 1.5;\" href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case4.jpg\"><img decoding=\"async\" class=\" alignnone wp-image-175\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case4.jpg\" alt=\"Article_2_case4\" width=\"345\" height=\"239\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case4.jpg 651w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case4-250x174.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case4-120x83.jpg 120w\" sizes=\"(max-width: 345px) 100vw, 345px\" \/><img decoding=\"async\" class=\" alignnone wp-image-176\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case5.jpg\" alt=\"Article_2_case5\" width=\"346\" height=\"244\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case5.jpg 648w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case5-250x176.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case5-120x85.jpg 120w\" sizes=\"(max-width: 346px) 100vw, 346px\" \/><\/a><\/p>\n<p>However,<strong> the first position is not always perfect for a media buyer.<\/strong><\/p>\n<p>Sometimes, you can lose money there. In this case, and taking into account that you\u2019re making money in the second position, you can try to receive more volume in lower positions, until ultimately reaching a point where it\u2019s not profitable (case 6).<\/p>\n<p style=\"text-align: left;\"><a style=\"font-size: 16px; line-height: 1.5;\" href=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case6.jpg\"><img decoding=\"async\" class=\"wp-image-177 aligncenter\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case6.jpg\" alt=\"Article_2_case6\" width=\"341\" height=\"230\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case6.jpg 665w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case6-250x168.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2015\/06\/Article_2_case6-120x81.jpg 120w\" sizes=\"(max-width: 341px) 100vw, 341px\" \/><\/a><\/p>\n<p>As the number of impressions increases, the CTR of the banners will decrease.<\/p>\n<p>That means that <strong>increasing the capping means decreasing the average quality of your traffic<\/strong>.<\/p>\n<p>For this reason, I\u2019d advise you not to consider the CTR and performance of the banners and\/or campaign before the changes.<\/p>\n<p>If you\u2019re managing a new campaign and have no info regarding your position, I suggest you try a low frequency cap, for example 1\/24 hours or 2\/24 hours, and then analyse its performance.<\/p>\n<p>Try to make tests and measure the campaign\u2019s performance with changes in the frequency capping.<\/p>\n<p>I assure you that you\u2019ll be surprised because you\u2019ll see how a simple change can cause you damages or increase the number of profitable impressions.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The changes in the frequency capping are crucial when you\u2019re trying to increase or limit your inventory.<\/p>\n<p>For example, if you identify a period of the day\/week in your campaign that performs better than others, you can increase the capping for that period to gain more impressions \u2013 basically, this means you work with the <a href=\"https:\/\/www.mobidea.com\/academy\/dayparting\/\">dayparting<\/a>.<\/p>\n<p>I\u2019d also advise you to be careful with changes in the frequency capping as they only work when you\u2019re in a profitable position.<\/p>\n<p>If you start playing and changing the frequency capping without being in a profitable position, you\u2019ll start losing money.<\/p>\n<p>That\u2019s all for now!<\/p>\n<p>Keep climbing the Media buy mountain to reach the top and earn big money!<\/p>\n<div class=\"mobid-after-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-3259744478\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"Introduction As a media buyer, you\u2019re gonna be able to use a lotta tools when creating a campaign. You may leave some of them by default because their impact on a campaign\u2019s performance is almost unnoticeable. However, there are others that are rather important. One of them is called frequency capping, and it can be&#8230; <a class=\"view-article\" href=\"https:\/\/www.mobidea.com\/academy\/frequency-capping\/\">View Article<\/a>","protected":false},"author":5,"featured_media":10136,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8974],"tags":[211,214,224,172,178,198,205],"learning_paths":[149],"class_list":["post-171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-buying","tag-mobile-marketing","tag-optimization","tag-tips","tag-affiliate-marketing","tag-campaign-performance","tag-frequency-capping","tag-media-buying","learning_paths-beginner"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["en","ru"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ru":{"title":true,"content":true,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.1 (Yoast SEO v26.1) - 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