frequency cap
Definition
Restriction on the amount of times a specific visitor is shown a particular advertisement.
Information
Frequency capping is often cited as a way to avoid banner burnout,
the point where visitors are being overexposed and response drops. This
may be true for campaigns of a direct-response nature measured by click-throughs,
but it might run counter to campaigns of a brand-building nature measured
by non-click activity.
Synonyms
n/a
Related Terms
impressions
Sites
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Articles
Frequency, Not Format
ClickZ (August 21, 2002)
Rethinking Low Frequency Caps
ClickZ (February 21, 2001)
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