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Why Your Display Ads Need a Frequency Cap
Season 1
Episode 6
Published 1 month, 2 weeks ago
Description
Episode 6 tackles one of the most overlooked levers in performance marketing: frequency capping on display and video campaigns. Lucas and Luna unpack a specific case from a mid-market DTC brand that saw its click-through rate drop 60% after the fifth impression and its cost per acquisition spike 3x. They break down the neuroscience behind ad fatigue, the difference between cookie-based and device-ID frequency controls, and why most platforms default to a frequency that benefits their revenue, not your ROAS. If you run any form of programmatic display or YouTube pre-roll, this episode gives you one metric to check today and one tactical change to make this week. No fluff, just the number that matters.