ReachCustomersOnline.com

The Frequency Cap Is Your Friend

Posted by TimSlavin at October 14, 2003

"Bottom line: Frequency cap most rich media. The more intrusive and potentially annoying an ad is, the more essential the frequency cap becomes. Page takeovers, interstitials, anything with auto-play audio, even pop-ups and -unders; all benefit from frequency caps. Once per user, per day, is a good rule of thumb. Here's another tidbit: Some frequency caps work on a per-ad basis. You want something that stretches across all the rich media ads in your campaign." Good advice from ClickZ.

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