What is the function of frequency controls in campaigns?

Frequency controls in campaigns play a crucial role in managing how often an ad is shown to the same audience. By using flexible frequency caps, advertisers can set limits on the number of times an individual user sees their ad within a specific time frame. This is important because too much repetition can lead to ad fatigue, where individuals become less responsive to the ad over time. Therefore, having the capability to adjust these frequency caps allows marketers to strike a balance between effective exposure and avoiding oversaturation, ultimately leading to better engagement and conversion rates.

The ability to be flexible in adjusting frequency is vital in optimizing a campaign’s performance, as it helps ensure that the message is delivered to the right audience in a manner that keeps their interest alive without overwhelming them.