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1. Connected TV advertising
The Importance of Frequency Capping in CTV Advertising
• In the era of cord-cutting and streaming, connected TV (CTV)
advertising has become a popular method for companies to reach
their target audience. As a result, advertisers are turning to CTV
advertising to reach their target audiences, but they also need to
ensure that their ads are being shown to viewers in a way that is
effective and not overbearing. This is where frequency capping comes
in, and why it is so important in CTV advertising.
• Frequency capping refers to the practice of limiting the number of
times a particular ad is shown to a given viewer within a set period of
time. The purpose of frequency capping is to prevent viewers from
becoming oversaturated with the same ad, which can lead to ad
fatigue and a decrease in engagement. Some of the reasons why
frequency capping is so important in CTV advertising:

3. • Prevents ad fatigue: One of the main reasons why frequency
capping is so essential is that it keeps viewers from getting tired of
seeing the same commercial over and over. When viewers see the
same commercial repeatedly, they may begin to block it out or
become annoyed by it. Advertisers can avoid this by capping the
frequency with which advertisements are shown. This ensures that
their message is received.
• Improves interaction: Another significant advantage of frequency
capping is that it can increase ad interaction. When viewers see the
same commercial too many times, they may begin to ignore it or
intentionally avoid it. By limiting the number of times the
commercial is shown, viewers are more likely to pay attention to it
and interact with the message.
• Optimises ad spend: Frequency capping can also assist marketers
in optimizing their advertising budgets. By limiting the number of
times an ad is shown, advertisers can stretch their budget further
and ensure that their message is being heard by the widest
possible audience. This is particularly essential for smaller
advertisers on a tight budget.

5. • Improves Brand Perception: Finally, frequency capping can improve
a brand's general perception. When viewers see the same
commercial repeatedly, they may begin to connect the company
with annoyance or irritation. Advertisers can guarantee that their
brand is linked with good emotions and engagement by limiting
the frequency of the ad.
• In order to implement effective frequency capping in CTV
advertising campaigns, advertisers must consider a number of
factors, including the length of the campaign, the audience being
targeted, and the desired frequency of the ad. Advertisers must
work closely with their ad tech partners and use data-driven
insights to determine the optimal frequency cap for their
campaigns. It is also important to work closely with publishers to
ensure that the capping is being implemented correctly and that
the campaign is being optimized for maximum effectiveness.

6. • In conclusion, frequency capping is an important aspect of any
effective CTV advertising campaign. By limiting the number of
times a viewer sees a specific ad, advertisers can avoid
overexposure, improve ad relevance, enhance the user experience,
and optimize ad spend. As CTV advertising continues to grow in
popularity, it will become increasingly important to prioritize
frequency capping for success.