Frekvenskapping

Frekvenskapping, also known as frequency capping, is a digital advertising technique used to limit the number of times a specific advertisement is shown to the same individual user within a defined period. This practice is implemented to prevent ad fatigue, where users become desensitized or annoyed by repetitive ad exposure, which can lead to reduced engagement and negative brand perception. By setting a frequency cap, advertisers can ensure their message is seen a reasonable number of times without becoming intrusive.

The implementation of frekvenskapping typically involves tracking individual user interactions through cookies, device IDs, or other anonymized identifiers. Advertisers or their ad platforms set parameters specifying the maximum number of ad impressions allowed per user over a set timeframe, such as a day, week, or campaign duration. For example, a campaign might be set with a frequency cap of three impressions per user per week. Once a user reaches this limit, they will no longer be shown that particular advertisement from that campaign.

Frekvenskapping is a crucial component of effective campaign management. It helps optimize ad spend by avoiding wasted impressions on users who are unlikely to convert after repeated exposure. It also contributes to a better user experience by reducing the likelihood of ad annoyance. Striking the right balance with frequency capping is important, as too low a cap might not provide enough exposure for the ad to be effective, while too high a cap can lead to the negative consequences it aims to prevent.