Have you ever gone to a website, leave the website, then see banner ads popping up all over the place for that website you’ve been on before? That happening is a new marketing technique called remarketing, which is great both for advertisers and consumers alike. I mean, if a consumer is going to have to look at ads anyway, better they look at ads that actually interest them, right?
Unfortunately, some marketers abuse this technique. Have you ever gone to a website, leave the website, then see banner ads popping up all over the place for that website you’ve been on before? And then see the same banner ad pop up 10 times a day? 20 times a day? Feeling as if the ad is stalking you, following you on every website you go on?
Yes, that happening is what is known in the industry as “stalker ads”.
Surprise! People do not like stalker ads.
So here’s the lesson: If you’re a marketer, do not run stalker ads. It will actually hurt your client’s brand and cause consumers to not like your client. I mean, businesses’ aren’t paying you to ruin their brand, right?
So here’s what you do! There’s a setting known as a frequency cap. It can set a max of how many times a day each person sees your banner ad. Perfect!
At Customwave, we usually set our frequency cap at 2 views per day. This way, our client’s banner ads blend in with everyone else’s banner ads and it just looks like the client advertises a lot, which is good for the brand!