To ensure we’re not simply cutting short our client’s campaigns in a bid to avoid banner burnout, TBG London has devised a method that determines the Optimum Frequency.
By analysing the average number of conversions at each frequency in an A/B test environment, TBG can calculate the optimum frequency based on ROI. As seen in the example graph below, ROI increases with the frequency only to a point where “banner burnout” occurs. It is at just before this point, that TBG sets the frequency level of the campaign to ensure maximum ROI and minimum wastage.
The below grid shows a sample analysis of frequency versus ROI.
In the above example, a frequency of 5 over a 30 day period provides the best return on investment.
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