Banner Frequency Capping: How Often Should You Show a Campaign?
A practical guide to minute, hourly, daily and weekly banner frequency limits.
Why frequency matters
Frequency determines whether repetition reinforces a message or becomes annoyance. It should be treated as part of campaign design, not an afterthought.
Use a minimum gap
A 10, 15, 30 or 45 minute minimum gap prevents repeat exposure during rapid navigation while still allowing the campaign to return later.
Add hour/day/week ceilings
A minimum gap alone can still create too many exposures over a long session. Layer hourly, daily and weekly limits for predictable maximum frequency.
Use visitor context
High-intent campaigns can sometimes justify more exposure, while awareness messages often need less. Test frequency against conversions and close behavior.
Put the strategy into a real campaign.
Use BannerAI to target visitor behavior, control frequency and measure downstream conversions across website and mobile apps.