Repeating Ads wastes Billions & Annoys Viewers, Study confirms

Repeating ads multiple times to reach desired audiences may be costing brands billions of dollars & largely ineffective.

The study found that 97% of all ad impressions delivered in 2021 reached the same 55% of audiences, a high-frequency subset that was shown to be less diverse, older & lower-income than the national average.?

“If you are a viewer, watching the same ad over & over & over again is a painful experience. Well, that pain leads to an overall poor feeling about both the page and the content as well as.,

And yes, the study also found that two-thirds of all ads delivered in the same period reached just 2 in 5 viewers. That is a signal advertisers may have a long road to achieving their ideal targeting goals and fine-tuning frequency as consumers routinely appear to be served the same ad dozens of times per quarter.

No advertiser wants to bombard consumers with their messaging, let alone with the same creative over and over again. The study found that, in some instances, that’s exactly what is happening.

The general decline of linear audience sizes notwithstanding, many streamers and broadcast networks alike have been moving to remedy such measurement issues recently.?

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Gopal Krishnan