\u201cFrequency caps\u201d are supposed to solve this problem\u2014 but it\u2019s complicated.<\/p>\n
Ever feel like you\u2019re seeing the same commercial on streaming platforms over and over and over again?<\/p>\n
No, you haven\u2019t lost your mind. Repetitive ads, especially on streaming platforms, are a noticeable nuisance for anyone streaming shows on an app or connected TV. It\u2019s a known issue and it\u2019s bad for business, as viewers associate the ads with frustration.<\/p>\n
\u201cIt pisses them off and it\u2019s wasteful, too,\u201d Renee Whittingstall, SVP and managing partner of digital investment and innovation at UM, told Marketing Brew. \u201cYou want your consumers to have a good experience, and nobody wants to turn on their favorite show and see the same ad at every ad break.\u201d<\/p>\n
So the industry has turned to frequency caps, a fancy term for limits placed on how often viewers see a particular ad. As streaming platforms rake in more and more ad $$, talks around frequency caps have become \u201cheightened,\u201d Whittingstall told us, especially during the upfronts.<\/p>\n
\u201cIt\u2019s becoming a more common conversation,\u201d she said, adding that \u201cplatforms are more open to allowing custom frequency caps across brands.\u201d<\/p>\n