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

media mix

The combination of different advertising channels and platforms used in a campaign, from traditional print to digital display to carrier pigeons if your budget allows. It's the marketing equivalent of not putting all your eggs in one basket.

📣 Marketing / Advertising

Intermediate

hygiene content

Basic, always-on content that answers common questions and maintains consistent brand presence. The vegetables of content marketing—not exciting, but necessary.

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cross-selling

Suggesting complementary products to customers based on what they're already purchasing. It's the retail equivalent of being a helpful friend, if that friend worked on commission.

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Intermediate

attribution modeling

The art of assigning credit to various marketing touchpoints in a customer's journey, often sparking heated debates about which channel deserves the glory (and budget). Think of it as marketing's version of dividing credit for a group project where everyone claims they did the most work.

📣 Marketing / Advertising

Beginner

Call to Action

A button or phrase designed to make someone do something immediately, like a digital drill sergeant screaming BUY NOW at your eyeballs. The entire internet is just an arms race of increasingly desperate calls to action.

📣 Marketing / Advertising

Intermediate

grecian urn

An advertising concept that looks beautiful and timeless in the boardroom but is completely impractical for actual implementation. Named after objects better suited for museums than utility.

📣 Marketing / Advertising

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