What are the benefits of frequency caps?

Frequency caps are beneficial for several reasons. Firstly, they help optimize ad exposure throughout the marketing funnel. While early-stage awareness might require lower frequency, moving down the funnel towards consideration or conversion often benefits from a slightly higher frequency to reinforce messaging and drive action. This targeted increase in exposures per week can achieve a significant portion of the overall potential impact. Secondly, frequency caps are crucial for cost efficiency. By preventing over-exposure to the same user, they reduce wasted impressions, leading to a lower cost per thousand impressions (CPM) and a significantly lower cost per thousand unique users. This ensures that ad spend is utilized more effectively, reaching a broader audience without unnecessary repetition. The option about campaign duration is not a direct benefit of frequency caps themselves, but rather a finding related to campaign length.