frequency capping

Definition

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.

Example Usage

We implemented frequency capping after users started tweeting screenshots of our ad with the caption 'please make it stop.'

Origin

Digital advertising practice from the early 2000s to combat ad fatigue

Fun Fact

Studies show that optimal ad frequency is typically 3-10 exposures; beyond that, you're just annoying people and wasting money.

Source: Digital advertising operations

Related Terms

Beginner

conversion rate

The percentage of visitors who complete your desired action, whether that's buying, signing up, or downloading, serving as the ultimate verdict on your marketing effectiveness. It's the number that determines whether you're persuasive or just loud.

📣 Marketing / Advertising

Beginner

drop-off

A sudden decrease in quantity, participation, or performance, or the place where you abandon your kids/packages/passengers for someone else to deal with. In business metrics, it's that terrifying moment when your chart takes a nosedive and you need to explain to your boss why engagement fell off a cliff. Also conveniently describes what happens to New Year's gym memberships by February.

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Intermediate

marketing operations

The function responsible for marketing technology, analytics, data management, and process optimization. Often abbreviated MarOps, it's the team that actually makes marketing work while creative people take credit.

📣 Marketing / Advertising

Beginner

burst campaign

A concentrated marketing blitz over a short period, flooding channels with messaging like a promotional tsunami. The opposite of always-on, favored by those with seasonal products or limited budgets.

📣 Marketing / Advertising

Advanced

cohort analysis

A method of grouping customers by shared characteristics or behaviors within a specific timeframe to track patterns over time. It's essentially marketing's way of figuring out which batch of customers is actually worth keeping around.

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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

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