Frequency Management

Pluto’s on-demand streaming is rife with ad repetition and poorly timed ad breaks, whereas the FAST ad experience felt much cleaner – and much less annoying.

The old adage that consumers must hear an ad at least seven times in order for it to stick no longer rings true when over-serving ads costs brands billions (and ruins the viewing experience), writes Valerie Bischak, GM and head of growth at Amobee. Data enables advertisers to reach their desired viewers, but technology can help maximize reach and control frequency against these most desired audiences. 

“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 […]

“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 […]

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 […]

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 […]