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»Frequency Management

Forget the Rule of 7: It’s Time to Reduce Ad Repetition

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Valerie Bischak, general manager and head of growth at Amobee.  Most advertisers have heard of “The Rule of 7.” For an advertising message to stick with consumers, they must hear it a minimum of seven… Continue reading »
by AdExchanger Guest Columnist // May 31st, 2022 //
»
Ads On Repeat – Avoiding Ad Repeat with Frequency Capping

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Matthew Kenyon, VP of brand strategy, Stirista Over-the-top (OTT) and connected TV (CTV) are booming. Plus, a younger demographic is turning to newer services like HBO Max, Peacock and more. And advertisers are following… Continue reading »
by AdExchanger // February 16th, 2021 //
»
Without Data Sharing And Collaboration, CTV Is Just Another Black Box

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jessica Hogue, general manager of measurement and analytics at Innovid. Even though connected TV (CTV) is growing rapidly, one challenge holding advertisers back from shifting even more dollars to the channel is the ability… Continue reading »
by AdExchanger // July 27th, 2020 //
»
Why Pod Management In CTV Is Still Janky

Anyone who’s streamed content has firsthand experience of what happens when ad podding technology misfires. Ad podding is supposed to eliminate redundancy and conflict, but whereas linear has rules and controls in place to avoid duplication, enable competitive separation, minimize latency and manage frequency capping, CTV commercial breaks are rife with all four – plus blank… Continue reading »
by Allison Schiff // June 16th, 2020 //
»
The Crawl, Walk, Run Guide To Frequency Management

This is the second in a series on demystifying the best practices in media today. Read the first on audience suppression. Frequency management, which first emerged when advertisers tried to calculate reach and media impact of their traditional TV buys, is tricky even for the most sophisticated marketers. And it’s gotten trickier with the advent… Continue reading »
by Sarah Sluis // October 18th, 2017 //
»
 

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