Frequency is the rate that a particular user is exposed to a particular creative or a particular campaign during a period of time. TBG London works with ad servers and, in some cases, direct with media owners to set the number of times your advert is shown to an individual. This is known as setting a cap.
Frequency capping is essential to the success of online advertising campaigns as overexposure of advertising creative contributes to a drop in both click-through and conversion rates (known as “banner burnout”) and therefore any additional impressions served after this point are needless and will only decrease the return on investment of the campaign.
The ideal frequency rate that is best suited to you as a client and to your campaigns is called optimum frequency, which is established during the testing period. TBG determines the optimum level by running an optimum frequency test.
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