Tagged 'frequency capping'


Posted by Jeff Hirsch on October 11th, 2011 at 11:00 am

That’s frequency capping folks.  Get your minds out of the gutter.  Although, if we are being guttural, I have a topic to touch on.  It’s been only a week since I joined Underdog Media and I have inundated myself in the world of performance advertising and, more specifically, retargeting.
Retargeting is a hugely valuable tool for retailers. Here’s a simple scenario: A consumer comes to the site, thereby expressing interest in products and services in a manner by which there can be no confusion.  It’s a data point that is inarguable.  They do some research, perhaps make some shopping basket entries, and then don’t finish their business.  For whatever reason a transaction didn’t take place.
That’s where retargeting kicks in. By cookie-ing the consumer, you now can target them offsite and encourage them to complete their purchase.  With the advent of dynamic creative, ads can be tailored specifically to the exact products the consumer was looking at. These ads work at conversion rates comparable to search advertising. This technique must be in the quiver of every online retailer on the Internet.  By the way, since it is so successful, there are dozens of online media companies that feature this as a core... Read more