Glossary

What does onsite personalization mean, what is it about multivariant testing?
 Important terms from our industry - simply & quickly explained.

Frequency capping

previous term

Frequency capping is used in online and display marketing. It is applied in situations where it does not make sense to repeatedly display a certain advertising medium to a user. With frequency capping, the number of impressions of the same advertising medium can be limited for a user - it defines how often the user sees an advertising medium (e.g. a banner or a layer). Capping also makes it possible to calculate the costs for display-campaigns more accurately, which are usually billed per thousand impressions (CPM).

 

You can limit the display to a single user in different ways:

 
  1. Impression-Capping: limits how often a user can see a campaign. For example, a voucher should not be displayed more than once.
  2. Frequency-Capping: limits how often a user can see a campaign in a certain period of time. Here you can set, for example, that a user should not see the campaign for three days after it has been displayed. 
 

Capping is made possible by marking each user with a cookie. In this way, it can be determined how often a user sees a certain ad.

 

When capping, it should be noted that this can have an influence on the success of a campaign. If, for example, a measure is shown too rarely, it is possible that the advertising pressure is missing and the user overlooks the campaign. If an ad is shown too often, the user often perceives it less strongly (also known as banner blindness) or feels annoyed by the ad. Here capping can be an effective measure to counteract banner blindness and possibly also the use of ad blockers (since the user feels annoyed by too many advertising messages and wants to block them all).

 

An additional form of capping is to determine how many users a campaign should be shown to. For example, the first 50 customers can be entered in a competition organized by a company. Here, for example, it is important that the pop-up with the voucher code is only displayed 50 times.

next term

To display the terms, click on the link

Whitepaper

Onsite-Personalisierung: 10 Tipps für Online-Händler

Mit Onsite-Personalisierung wird die Website zum persönlichen Einkaufsberater - und die Umsätze steigen
Request white paper now

Recommendations: 5 Tipps für mehr Umsatz durch passende Empfehlungen

Dieses Whitepaper zeigt, wie gute Empfehlungen funktionieren und gibt Tipps für den Einsatz von Recommendations.
Request white paper now

Request your free demo

Would you like to find out how your company can benefit from the various possibilities offered by trbo technology? In your personal, non-binding demo you will learn everything about onsite personalization, recommendations, A/B & multi-variant tests and much more.

trbo GmbH
Leopoldstr. 41 | 80802 Munich, Germany
+49 (0) 89 215 38 68 0 | info@trbo.com

Request demo