As more and more companies have moved to social media and digital as their sole means of advertising, many best practices are not being adhered to.
Recently, my YouTube viewing has been interrupted by numerous newly launched lift service brands (I won't mention names) who feel it necessary to bombard me with the same ad over and over again - sometimes two to three times in one video!
This is extremely bad practice!
Very simply, an ad's frequency is how many times it's shown to someone. Ideally, you should aim for a frequency of 2 per week. This would not be the case in all instances, but it is a good rule of thumb.
You simply cannot build brand equity by shoving unwanted ads in front of eyes. Yes, you may reach or exceed your KPIs, but user sentiment towards your brand will almost certainly swing towards the negative.
So, refrain from simply trying to achieve numbers, and create users who want to shout about your brand.
Capping those frequencies is a good place to start!