What does frequency capping help to achieve in an advertising campaign?

Frequency capping is an advertising strategy used to limit the number of times a specific user sees a particular ad within a set time frame. The primary objective of frequency capping is to avoid audience saturation, which occurs when users are repeatedly exposed to the same ad to the point that they become indifferent to it or even annoyed. This can lead to a negative perception of the brand and decreased engagement. By implementing frequency capping, marketers can ensure that their ads remain fresh and relevant, fostering a more positive user experience and maintaining consumer interest. Consequently, this can lead to improved overall campaign performance, as the audience is less likely to experience fatigue from seeing the ad too many times.

The other choices relate to different aspects of advertising effectiveness but do not directly connect to the primary purpose of frequency capping. Higher click-through rates may result from engaging content rather than simply limiting ad exposure. Improving ad quality score largely depends on relevance, landing page experience, and user experience, rather than frequency control. Increasing ad spending could occur independently of frequency control and is more related to budget management than audience exposure.