Repetition or Irritation? Understanding Ad Frequency

Marketers often rely on repetitive ads to promote their brands and drive consumer recall. Repetitive ads are, as the name suggests, when the same advertisement is shown multiple times to a consumer in a short period of time. Think of when you stream a TV show and see the same commercial every few minutes, or when you hear the same message during each break in your favorite podcast.

Does the repetitive ad approach truly benefit your brand, or does it have unintended consequences? As a full-service paid media agency, our job is to understand the pros and cons of various media strategies so our clients are equipped to make the right ad decisions for their respective business objectives.?

In this blog, we will explore the impact of repetitive ads on both brands and streaming platforms, backed by data analysis and media insights.

The Implications of Repetitive Ads

A key advantage often associated with repetitive ads is increased brand recall. According to a study on streaming ad repetition in a one-hour viewing session, participants who saw the same ad six times exhibited peak awareness at 92% brand recall. This finding suggests that repeated exposure can reinforce brand messaging and improve brand recognition among viewers. Sounds good, right? Well, not quite.

It’s essential to consider the broader implications beyond recall. The study also revealed concerning findings that merit attention. While repetitive ads may further brand awareness and recall, they do so at a cost. That cost? Annoying your consumers.?

The same participants who exhibited 92% recall after viewing the same ad six times also reported feelings of annoyance by 48% over average. The feelings of annoyance were so pervasive, that participants’ purchase intent declined by 16% after viewing the same ad repeatedly.?

Consumers often perceive repetitive ads as intentional actions by the brand, which can impact their perception of the brand. With this in mind, media agencies must manage ad frequency and optimize exposure to protect the brand’s reputation and market sentiment. Consistency in ad delivery and an optimal viewing experience are important to maintain positive consumer sentiment and protect sales performance.

Optimizing Ad Placement for Better Engagement

To mitigate potential negative side-effects of repetitive ads, your paid media agency should collaborate with publishers and programmatic CTV buying platforms with technologies that can optimize and monitor ad frequency. This includes implementing strategies such as frequency capping (limiting how often an ad is shown to an individual viewer).

Considering viewer preferences when it comes to ad placement can enhance engagement. For example, in an era where customization is key to winning consumers, understanding the ad experience your target audience(s) prefer is incredibly important. Consider the findings from a study conducted by LG Ads and DeepIntent: 76% of consumers prefer ads relevant to their interests and 65% would rather see ads relevant to the content they’re streaming.?

Striking a Balance

Repetitive ads on streaming platforms have both advantages and drawbacks for brands. While they may boost brand recall initially, they may also lead to negative associations, annoyance, and even a decline in purchase intent. As marketing leaders, it is crucial to strike a balance between reach and frequency, ensuring that your brand’s message resonates positively with viewers without overwhelming them.

Need help striking the right paid media balance? Reach out to us today to discuss how Marketing Doctor can optimize your ad frequency to achieve optimal business results for your brand.?