Twitter to Make Frequency Capping Available for All Ad Campaign Types
A new article on Social Media Today explains that Twitter has added a new control feature for marketers. The article is all about frequency capping, how to use it, and what the benefits are.
Frequency capping lets marketers set limits on how many times each user gets shown your ad - and you can specify the time frame. How that benefits you will depend on your campaign and what your specific goals are. For example, Twitter says that when your targets are still in the interest/awareness stage, up to 80% of the overall impact on ad recall and brand awareness happens after the first two exposures each week of one of your campaigns..
However, when you're looking to target people in the decision and action stages, you need to up your ad exposure:
Forcing too many ads down consumers' throats can lead to fatigue when shoppers are merely shopping. However, once consumers have decided to buy something, offering your product and maintaining a connection makes more sense - and they're less likely to object or feel overloaded with ads. Frequency capping is designed to help you get that balance right. There is far more information in the original article, and I suggest it's well worth a read.
| "Frequency caps on Twitter allow you to optimize ad delivery to maximize reach against your target audience at the optimal exposure level. Whether its brand lift or offline sales impact, Frequency caps can help you optimize your campaigns to deliver efficient business outcomes through better control over impression delivery and target audience reach over extended periods of time. Frequency caps are available globally within ad group details for Reach, Engagement, Video Views, and Pre-Roll Views objectives. Marketers know one key component of campaign success is effective audience reach. That's why we are introducing frequency caps for ads on Twitter globally. Whether it's brand lift or offline sales impact, frequency caps allow advertisers to optimize campaigns to deliver efficient business outcomes through better control over impression delivery and audience reach over extended periods of time." |
However, when you're looking to target people in the decision and action stages, you need to up your ad exposure:
Forcing too many ads down consumers' throats can lead to fatigue when shoppers are merely shopping. However, once consumers have decided to buy something, offering your product and maintaining a connection makes more sense - and they're less likely to object or feel overloaded with ads. Frequency capping is designed to help you get that balance right. There is far more information in the original article, and I suggest it's well worth a read.
