Frequency Capping 2

The Atlas study reveals 2 very important aspects of ad exposure optimization:

1. There is no one-size-fits-all model for frequency capping. So, the advertisers who have been using 3-exposure-in-short-time mantra have been losing on either conversion volume or return on marketing investment.

The long tail of conversion frequencies













2. Most efficient frequency may not be the most profitable frequency. 

Freq.
Cumulative Conversion
CPA
1
25%
$29.58
2
40%
$33.56
3
52%
$37.40
4
60%
$41.22
5
67%
$44.21
6
71%
$47.34
7
75%
$49.89
8
79%
$52.19
9
81%
$54.24
10
84%
$56.06
11
86%
$57.56
12
88%
$58.83
13
90%
$60.17
14
91%
$61.31
15
92%
$62.26



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