How in many instances must an advert be visible? The inventory solution, all too familiar in advertising and marketing, is “it relies upon.”
Frequency capping is a tactic that online entrepreneurs rely on to try to solution this query. I recently requested Scott Tieman, worldwide lead of programmatic services, Accenture Interactive, for his mind on frequency capping.
Paul Talbot: When is frequency capping a beneficial, desirable marketing campaign tactic, and is it beside the point?
Scott Tieman: Frequency capping ought to usually be utilized in a few forms. Without it, advertisers are probably losing greenbacks employing overserving their commercials to the same users. The variety of instances a unique person gets exposed to an advert can also impact campaign performance. Thus, locating the “sweet spot” of frequency via tactic can also help ride preferred performance effects.
Talbot: When frequency capping is used, how ought the numbers be decided?
Tieman: Every advertiser is specific. Advertisers ought to expand their personal techniques for defining the most advantageous frequency. This has to be tested alongside 1/3-birthday celebration dimension companions who can degree impact on business metrics. It relies upon the channel, methods, gadgets, and campaign objectives. For instance, you may want to decrease your frequency settings for awareness approaches, whereas you could want to increase them for direct response.
Talbot: Where can a marketer who uses frequency capping in a marketing campaign get into a problem?
Tieman: If advertisers don’t have the right governance across business traces, they will discover themselves competing in opposition to one another for the same users. From the angle of the consumer, it creates a horrific experience as they may be overserved advertisements. This happens whilst advertisers aren’t simplifying their technologies. It also can take place if the media is planned and bought in a silo.
Talbot: Frequency capping has been around for years. Do you feel its use has expanded or reduced?
Tieman: About the identical. Frequency capping as a tactic is pretty general throughout the programmatic display and video campaigns. However, assessing ideal frequency capping for in-app campaigns is relatively less refined due to the idiosyncrasies associated with this ad surroundings. Frequency capping is a fashionable media exercise. However, its degree of complexity has drastically expanded over the years. The upward push of mobile, the growing trend of multiple devices in line with a person, and the emergence of recent channels have all contributed to this complexity. Applying, measuring, and tracking frequency have ended up a complex exercise throughout this convoluted panorama. Talbot: As an exceptional exercise, have a marketer use the equal creative or rotate innovative while frequency capping is deployed?
