Myth: raise the frequency cap to scale
The scaling crowd cranks caps and wonders why ROI tanks.
— What we keep seeing: the 1st and 2nd impression on a user carry almost all the conversion. By the 4th pop the same visitor is fatigued or already clicked away.
— Our read: lifting the cap just buys more of the worst impressions at the same price.
Scale by adding fresh placements and geos, not by hammering the same eyeballs.
— confidence: medium
Pop Wire
@pop_wire