Imagine you’re enjoying a relaxing evening at home, binge-watching your favorite streaming show, when an ad pops up for car insurance.
You realize you haven’t updated your insurance coverage since you bought a new car, and make a mental note to check it out.
Before you know it, your show is interrupted again with the very same ad. And then a bit later, it pops up again.
“OK, OK, I got the message,” you think to yourself. You are so annoyed that you vow not to choose this insurance brand.
This theoretical response to ad overexposure reflects the very real experience of many consumers.
A recent Harris Poll survey found that 59% of adults who watch TV (linear or streaming), indicate that repetitive ads “lead to a negative impact on their viewing experience, with half (50%) saying they get annoyed and a quarter (26%) stating it has negatively impacted their purchasing decisions.”
This is not good for advertisers or consumers.
Marketers know this, which is why they have traditionally turned to frequency capping to mitigate consumer ad fatigue. But in a landscape of deprecating ad IDs, it’s not as effective as it used to be.
In today’s world of traffic without ad IDs and multichannel campaigns, brands need a more advanced method to improve consumer experiences.
Read the full artcile at AdWeek.com, Sponsored by Amazon Ads
