#frequencycapvoilations

You see the same ad once. Fine.  Twice? Still okay.  But by the increasing number of times in a day, it stops being memorable and starts becoming annoying. 

Now flip the perspective. 

As an advertiser, you’re paying for each of those impressions, assuming you’re reaching new users. But what if you’re not? What if your campaign is just circling around the same audience again and again? This is exactly what happens when frequency capping fails. 

OTT advertising seems to be a safe bet right now. Brands are moving serious budgets here to reach a wider segment of audience at once.  

In 2025, 28% of total digital ad spend in India was heavily driven towards OTT platforms and video content.

But what if we told you that the audience pool that you are reaching right now is limited? The numbers that you see on your dashboard are not always true.