On TV And Video” is a column exploring alternatives and challenges in superior TV and video.

As we speak’s column is written by Julia Smaldone, senior strategist at Media Kitchen.

It’s an unlucky expertise with which every of us is all too acquainted. You’re binge watching your favourite present, catching up on the information or streaming dwell sports activities, and are topic to advert breaks that includes the very same commercials, again and again.

As customary viewers, it’s a nuisance. As a marketer, it’s particularly irritating as a result of we know how simply avoidable is that this drawback.

A easy frequency cap will do the trick. However with out it, customers usually have a poor expertise that leads to resentment of the manufacturers featured within the repetitive commercials.

Repetitive adverts are a flawed advertising technique

As a advertising technique, foregoing a frequency cap merely doesn’t make sense.

Do the manufacturers notice that they’re serving at the least one industrial per advert break to the identical viewer, and generally the identical advert greater than as soon as inside a single advert break? In the event that they do notice what they’re doing, do they assume that this can be a fruitful advertising technique?

Definitely this end result can’t be the aim. As entrepreneurs, we all know that frequency is necessary in driving model recognition and reaching targets throughout the funnel. However we additionally all know that there are limits to the ability of frequency.

Particularly in a related TV atmosphere, there’s a really massive distinction between a frequency of 3-4x per week and 3-4x per hour. Such an clearly poor consumer expertise makes us marvel why manufacturers aren’t extra conscious of making use of frequency caps to their CTV campaigns.

The onus right here isn’t just on manufacturers or their businesses which might be liable for these media plans. The networks themselves share some duty for accepting plans with out frequency caps within the first place.

In fact, advert time is how networks earn income, however are there actually so few CTV advertisers that their solely possibility is to run spots from the identical 4 manufacturers? Based mostly on spend patterns, this appears unlikely. In accordance with eMarketer, manufacturers spent a collective $8.1 billion on CTV promoting in 2020, with that determine anticipated to extend by 41% to $11.4 billion in 2021.

The explanations behind the dearth of frequency management 

With this spend quantity, this lack of frequency management is puzzling.

First, why aren’t networks making extra use of those {dollars} and obvious advert stock? Certainly there’s room to diversify advert breaks given the amount of advertisers investing in CTV.

Second, with this elevated spend funding from manufacturers, in addition to a rise in whole CTV customers (214 million in 2021), networks needs to be extra conscious of the consumer expertise they’re creating. Competitors amongst streaming providers is fierce, and ad-supported providers are already at an obstacle for share of viewers when stacked up in opposition to ad-free providers like Netflix and Disney Plus.

To be truthful, lack of consistency in frequency measurement might actually be an element right here. Networks differ in the way in which that they outline day by day frequency caps, which might be based mostly on a single stream session vs. a full 24 hours or different metrics. This lack of consistency might lead to a disconnect between a model’s supposed frequency settings and ultimate supply.

How you can repair this lose-lose-lose scenario

Finally, the dearth of frequency management on CTV is a lose-lose-lose scenario for manufacturers, networks and viewers. Manufacturers find yourself oversaturating streams, annoying customers, and losing advert {dollars}. Networks are limiting their pool of potential promoting income and will annoy customers to the purpose that they take their viewing elsewhere.

Each the issue and the answer right here appear so apparent, it makes us marvel why manufacturers and networks haven’t been extra reactive to the issue. In a approach, it factors to a bigger situation inside the promoting business.

Manufacturers and networks alike are so hyper-focused on numbers, they’ve overpassed the human facet of promoting. Positive, an uncapped marketing campaign will usher in important income for networks and hit manufacturers’ attain and impression targets. However at what unmeasurable price?

In at the moment’s world and cultural local weather, there are higher methods manufacturers might make investments their advert {dollars} and higher methods networks might make use of advert time.

Manufacturers ought to after all proceed to put money into CTV promoting – it’s a wonderful awareness-driving channel and necessary piece of the enterprise mannequin for a lot of networks. However manufacturers can, and may, make investments with extra nuanced understanding of the viewer expertise.

There’s a larger image to model advertising today. As we speak’s customers are hyper conscious and hypercritical of manufacturers about all the pieces from their labor practices, moral beliefs, variety and investments. Promoting gives an opportunity for manufacturers to straight present customers that they hear them, to make use of their huge advertising budgets to do greater than place an advert on their display screen each probability they get.