What are the benefits of frequency caps?

August 17, 2022 Certificate Land

Campaigns under 4 weeks see higher lifts in recall (+5%), brand awareness (+18%), and campaign awareness (+14%) than those between 4 and 8 weeks.
Campaigns with frequency caps have 16% lower cost per thousand impressions (CPM) and 5x lower cost per thousand unique users than campaigns without.
Weekly exposure drives upper-funnel brand metrics. Up to 80% of ad recall and brand awareness occurs within the first 2 exposures per week of a campaign.
As we move down the funnel, a slightly higher frequency is needed to drive lift: more exposures per week are needed to achieve 80% of the overall potential impact.

The correct answer is:

Campaigns with frequency caps have 16% lower cost per thousand impressions (CPM) and 5x lower cost per thousand unique users than campaigns without.
Weekly exposure drives upper-funnel brand metrics. Up to 80% of ad recall and brand awareness occurs within the first 2 exposures per week of a campaign.
As we move down the funnel, a slightly higher frequency is needed to drive lift: more exposures per week are needed to achieve 80% of the overall potential impact.