|
Frequency capping is a term in advertising that means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular advertisement. This restriction is applied to all websites that serve ads from the same advertising network. Frequency capping is a feature within ad serving that allows to limit the maximum number of impressions/views a visitor can see a specific ad within a period of time. E.g.: 3 views/visitor/24-hours means after viewing this ad 3 times, any visitor will not see it again for 24 hours. This feature uses cookies to remember the impression count. Non-cookies privacy-preserving implementation is also available.〔https://github.com/jonathanmayer/Tracking-Not-Required/blob/master/frequency-capping/FrequencyCapper.js〕 Frequency capping is often cited as a way to avoid banner burnout, the point where visitors are being overexposed and response drops. This may be true for campaigns of a direct-response nature measured by click-throughs, but it might run counter to campaigns of a brand-building nature measured by non-click activity. In social media, like youtube video campaigns, ignoring to set up a frequency capping may result in negative comments as the video ad become annoying no matter how good it is. Those comments may hurt the brand instead of get a brand awareness boost. 〔http://dailycommercials.com/kia-kia-x-men/〕 ==See also== * Session capping 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「frequency capping」の詳細全文を読む スポンサード リンク
|