The rise of connected TV (CTV) advertising has been a boon for brands looking to reach a wider audience with their ads. However, one of the challenges of CTV advertising is ad frequency overload.
Ad frequency overload occurs when viewers are exposed to the same ad too many times in a short period of time. This can lead to viewer fatigue, ad avoidance, and even brand backlash.
There are a number of factors that contribute to ad frequency overload in the CTV ad world. One factor is the lack of standardization in ad serving. CTV ad servers use different metrics to measure ad frequency, and there is no industry standard for how often an ad can be shown to a viewer. This can lead to viewers being exposed to the same ad multiple times on different CTV platforms.
Another factor that contributes to ad frequency overload is the use of impression-based planning. Impression-based planning means that advertisers buy a certain number of impressions for their ads, regardless of how many times those ads are actually shown to viewers. This can lead to viewers being exposed to the same ad multiple times in a single viewing session.
Finally, the rise of audience targeting can also contribute to ad frequency overload. Advertisers can now target their ads to very specific audiences, which can lead to those ads being shown more frequently to viewers who are already likely to be interested in the product or service being advertised.
Ad frequency overload is a serious problem for the CTV ad world. It can lead to viewer fatigue, ad avoidance, and even brand backlash. Advertisers need to be aware of the issue and take steps to mitigate it.
Here are some tips for advertisers to avoid ad frequency overload in the CTV ad world:
Use a frequency cap. A frequency cap is a limit on the number of times an ad can be shown to a viewer in a given period of time. Advertisers should set a frequency cap that is appropriate for their target audience and their budget.
Use contextual targeting. Contextual targeting allows advertisers to target their ads to viewers who are watching content that is relevant to their product or service. This can help to reduce the number of times viewers are exposed to irrelevant ads.
Use frequency optimization. Frequency optimization is a process of automatically adjusting the frequency of an ad based on viewer behavior. This can help to ensure that viewers are not exposed to the same ad too many times.
By following these tips, advertisers can help to avoid ad frequency overload and ensure that their ads are seen by the right people at the right time.
In addition to the tips above, advertisers can also work with their CTV ad partners to develop more effective frequency management strategies. These strategies may include:
Using dynamic ad insertion to rotate different ads within a campaign, which can help to reduce the number of times viewers see the same ad.
Using audience segmentation to target ads to different groups of viewers with different frequency caps.
Using data analytics to track ad frequency and identify viewers who are at risk of ad fatigue.
By working with their partners and taking steps to address ad frequency overload, advertisers can ensure that their CTV ad campaigns are effective and efficient. If you are interested in running ads on CTV, reach out to Blueprint today!
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