What are the benefits of frequency caps?

Certification Answers

Q. What are the benefits of frequency caps?

  • Campaigns under 4 weeks see higher lifts in recall (+5%), brand awareness (+18%), and campaign awareness (+14%) than those beteen 4 and 8 weeks.
  • Campaigns with frequency caps have 16% lower cost per thousand impressions (CPM) and 5x lower cost per thousand unique users than campaigns without.
  • Weekly exposure drives upper-funnel brand metrics. Up to 80% of ad recall and brand awareness occurs within the first 2 exposures per week of a campaign.
  • As we move down the funnel, a slightly higher frequency is needed to drive lift: more exposures per week are needed to achieve 80% of the overall potential impact.

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