These days, we are seeing more and more people watching YouTube, especially on their TVs. Because of this, something that has come up more recently is the idea of frequency capping.
According to Google, frequency capping is “a feature that limits the number of times your Display or Video ads appear to the same person. Frequency is the number of times a user sees ads in your Display or Video campaign over a given time period. Frequency capping works differently on Display campaigns and Video campaigns.”
Seeing the same ad over and over again can be pretty annoying after awhile, so Google has announced that it has added new frequency control options into YouTube campaigns. This way, advertisers can manage how often their promotions are displayed to each user.
As explained by Google:
“Earlier this year, we announced our frequency management solution on Display and Video 360 that allows marketers to manage the number of times people see their ads across YouTube and third-party networks. We’re now taking that a step further to revolutionize reach and frequency-buying on YouTube. This will help advertisers optimize towards more precise reach and frequency, while ensuring that we continue to provide a suitable advertising experience for viewers.”
With these options, advertisers can select a frequency goal of up to four per week, and their systems will optimize towards maximum unique reach at that frequency
There can be good and bad points to this feature. Yes, not seeing the same add over and over gain can be nice, but at the right view rate, repetition can actually be good. It’s all about finding the right balance of how much is just right, and how much is too much.
You can learn more about YouTube frequency capping here.