frequency cap

Definition

The limit on how many times an individual user will see the same ad within a given time period. Preventing your target audience from developing homicidal thoughts about your brand.

Example Usage

We set a frequency cap of 3 impressions per day because seeing our ad 47 times wasn't improving conversion, shockingly.

Origin

Digital advertising and media planning terminology

Source: Digital advertising and programmatic media buying terminology

Related Terms

Beginner

marketing persona

A semi-fictional representation of your ideal customer based on research and data, complete with demographics, behaviors, and a name like 'Marketing Mary' or 'Developer Dan.' It's an imaginary friend who justifies your marketing decisions.

📣 Marketing / Advertising

Beginner

segments

In marketing, the practice of dividing your audience into smaller groups based on demographics, behavior, or psychographics so you can target them with laser precision. It's like organizing your contacts into friend groups, except way more invasive and profitable. The more segments you have, the more you can pretend you understand human behavior.

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Intermediate

CPL

Cost Per Lead—the metric that tells marketers exactly how much they're paying for each potential customer who might, possibly, maybe convert someday. The number that determines whether your campaign was 'efficient' or a 'learning opportunity.' Lower is always better, unless you're explaining why you spent the entire quarterly budget in three weeks.

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Intermediate

frequency capping

Limiting how many times the same person sees your ad, based on the radical notion that showing someone the same message 47 times in one day might be counterproductive. It's the marketing equivalent of knowing when to stop talking.

📣 Marketing / Advertising

Intermediate

native blindness

Consumer tendency to scroll past native advertising without noticing it, having developed immunity to sponsored content that mimics editorial. Evolution in action, advertising division.

📣 Marketing / Advertising

Advanced

volubility

The gift of gab taken to professional extremes—someone who talks smoothly, rapidly, and seemingly without ever needing to breathe. In sales and marketing, it's either your greatest asset or most annoying quality, depending on whether you're the one talking or listening. Think used car salesman meets TED talk speaker.

📣 Marketing / Advertising

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