As an advertiser, ad frequency is important for building long-term memory and brand awareness with your target audience. Frequency is the number of times a member account has been shown your ad campaign within a certain time period.

How frequency cap works

LinkedIn provides frequency cap management for Classic brand awareness ad campaigns with reach and impressions optimization goals on CTV. 

Two options are available. You can:

• Keep the default frequency cap, which means that LinkedIn will dynamically set a cap that maximizes your selected optimization goal. 
• Set a custom frequency cap:
  • If the optimization goal is impressions, the custom frequency cap you select will override the default setting. 
  • If the optimization goal is reach, the custom frequency cap you select will be treated as additional input for the reach optimization algorithm. We’ll prioritize the frequency setting that will maximize reach for your campaign. The custom frequency cap is an upper limit for the number of times an ad in your campaign will impress a single member account within seven days. You can choose from 3 to 30 impressions for seven days.

You can change your frequency cap while the campaign is running by editing the settings in the Budget and Schedule section of the campaign setup. Once you update the frequency cap campaign settings, the changes will be applied within the next 24 hours.

The average frequency is the projected average number of times each member account is shown an ad in your campaign during a specific time period. This number will vary based on your target audience, schedule, budget, member activity, auction dynamics, and more.

Related tasks

• Set a frequency cap for your ad campaign
• Create a Classic campaign in Campaign Manager
• Edit a Classic campaign
• Set up Connected TV ads in Campaign Manager

Learn more

• LinkedIn Connected TV