The feature that allows publishers to limit the number of impression within specified period of time per user in other words it refers to how often an ad will be shown to an internet user.
You can determine the frequency of the brand message you want to give according to the behavior or needs of your target audience. While showing fewer ads to users who have used the product or service you offer and know you, you can show more frequent ads to users who have never heard of your brand in order to gain new users.
It would be more efficient to give a few examples to explain the importance of impression frequency in your digital campaigns;
- You can retarget users who did not watch the entire video ad you broadcast, so that they watch all of the ad. Likewise, you can no longer target people who watched your video ad once.
- In display ads, you may no longer show ads to shoppers after clicking your banner.
- If your ad is a little more local, you can increase the frequency of impressions and get a more effective conversion as the user gets closer to that location.
The misconception that the higher the viewing frequency, the higher the conversion rate is false. If an ad appears in front of the user dozens of times a day, the perception of the brand may be negative in the eyes of the user, which causes a decrease in the conversion rate. That's why it's important to be careful when setting the display frequency.