How to Tell if Ad Repetition is Hurting Your Brand
With the rise and rapid growth of OTT platforms, added with the death of cookies, ad repetition has become a major issue noticed both by marketers and consumers.
According to a survey by Deloitte, 50% of Americans said they were watching ad-supported video content (AVOD) in 2020—a figure that was 18% higher than in 2019.
The bad news? Ad pods have emerged without any regard for frequency, resulting in increased ad redundancy.
Ad redundancy has frustrated consumers, who then seek another service that will provide a better user experience. This means that not only are OTT platforms losing subscribers, but brands are losing security with target audiences.
So, what can your brand do to help minimize ad repetition? Take a cue from Tubi, a San Francisco-based technology company that has developed tools and methods to help excessive ad repetition:
Capping frequency at the campaign level regardless of demand source. Having visibility into the buy and what creative is running.
Pinpointing households that are the same target and demographic but that have not been exposed through other channels.
Consider utilizing similar target definitions across platforms and managing frequency on each platform to ensure people are not overloaded.
The core thread between each solution is tied to improving the customer experience. The better the user experience, the more opportunities for advertisers and a happier target audience. Reduce your ad frequency and see an increase in efficiency.