A few years ago, I felt I hit the frequency cap on articles written about streaming advertisers’ struggle to manage how often audiences were exposed to their ads. I was wrong. While the issue has improved according to agency executives, balancing between overexposing and underexposing streaming audiences to ads continues to be a challenge.
“It’s getting better, but it’s still an issue,” said Marcy Greenberger, evp and managing partner of integrated investment at UM Worldwide.
Often the issue is that individual viewers are overexposed to seeing the same ad too many times in a given week. Typically advertisers try to limit their video ads from being shown to the same person to two to three exposures per week, though some brand categories can extend the range to four, said Greenberger. However, there continue to be situations where some viewers are served the ad more than three times that threshold.
Read more on Digiday.