Ad frequency is the number of times a single user sees the same ad over a set period. It helps advertisers control how often their message appears. Showing an ad too often can annoy viewers. Showing it too little may not drive results. Managing frequency helps balance ad recall and viewer experience. It's key in campaigns across platforms like social media, CTV, and programmatic ads.
Frequently Asked Questions
1. How do advertisers control ad frequency on CTV?
Advertisers use frequency caps and audience data to limit how many times a CTV user sees the same ad in a given time.
2. What happens if ad frequency is too high?
High ad frequency can lead to viewer fatigue, ad skipping, or negative brand perception. It may also waste the budget with no added value.
3. How can you optimise ad frequency in programmatic campaigns?
Use frequency caps, test different ad creatives, and monitor engagement metrics. This helps keep exposure effective without annoying your audience.
4. Is higher ad frequency better for brand recall?
Only up to a point. Moderate frequency boosts recall, but too much can cause ad burnout and reduced campaign effectiveness.
