What are the benefits of frequency caps?
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Correct answer: Weekly exposure drives upper-funnel brand metrics. Up to 80% of ad recall and brand awareness occurs within the first 2 exposures per week of a campaign., Campaigns with frequency caps have 16% lower cost per thousand impressions (CPM) and 5x lower cost per thousand unique users than campaigns without., As we move down the funnel, a slightly higher frequency is needed to drive lift: more exposures per week are needed to achieve 80% of the overall potential impact..
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The benefits of frequency caps include driving upper-funnel brand metrics by ensuring that up to 80% of ad recall and brand awareness occurs within the first two exposures per week, improving cost efficiency as campaigns with frequency caps have 16% lower CPM and five times lower cost per thousand unique users compared to campaigns without caps, and allowing for optimization down the funnel since slightly higher frequency is needed to achieve lift, meaning more exposures per week are required to reach 80% of the overall potential impact. Frequency caps help balance ad exposure, preventing overexposure while maximizing both brand impact and cost effectiveness.
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