Repetitive advertising on streaming platforms can damage a brand’s reputation, according to a new study.
Overexposure to the same ad campaigns was described as “annoying” and “disturbing” by participants in a new joint study, conducted by IPG’s Magna unit and ad tech company Nexxen, called It’s All in the Delivery : How Repeating Ads Affect CTV Viewers, Brands and Platforms.
In particular, the researchers identified a 16% drop in purchase intent among those who had seen the same ad six or more times.
Why we care Marketers need to make sure they are buying ad space on platforms with effective frequency management technology. By not doing so, they run the risk of over-exposing the services and products they want to promote which has been identified as having a negative impact on potential customers. Improper frequency management not only leads to a decrease in purchase intent, but can also damage a brand’s reputation.
By the numbers. Although participants who saw the same ad six times later reported 92% recall, demonstrating incredibly strong brand awareness, there were negative findings related to increased frequency:
48% of participants found the ad “distressing”. 33% of participants reported that the ad “disrupted” their viewing experience. 83% of participants were convinced that the repetition was intentional. 68% of participants blamed the brand for the repetition. 44% of participants blamed the streaming service for the replay.
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What have the researchers said? Kara Manatt, executive vice president of intelligence solutions at Magna, stressed that repetitive ads caused damage to both brands and streaming platforms, and called for change. She said:
“Platforms are also suffering, because people are also attributing the fact that this is happening to the platform. It can really be so annoying to people and viewers, that they’re willing to find content elsewhere.” “This really validates the need to work with trusted partners who have the right technology to help manage frequency. It’s not just general frequency. It’s making sure those six exposures aren’t all in one show [but rather] takes place with an appropriate cadence over time.”
IPG client New Balance participated in the study and said the results highlighted the need for frequency limits. The company said in a statement:
“While these fundamentals are currently part of our buying process, we’re eager to learn more in terms of larger industry advancements from a broadcaster/publisher perspective that will ultimately create an experience of ‘most optimal user’.
About the study. The It’s all in the delivery The report’s research analyzed the feedback of 1,246 participants, who were exposed to various frequencies of the same ad over a one-hour viewing period. Some were exposed to the same ad six times, while others were exposed only once.
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