CTV advertisers struggle with frequency capping as over-exposure grows
· 3h ago · Originally reported by Agency Reporter
A new article highlights that advertisers buying Connected TV inventory are finding it difficult to limit how often the same person sees their ad. The problem of over-exposure is reportedly becoming a more significant challenge for the CTV ecosystem.
Why it matters
Effective frequency capping is crucial for making CTV ads work well. When it fails, it annoys viewers by showing them the same ad too many times and wastes the advertiser's budget on repeated impressions to the same person.
Explain it like I’m new here
It's like if your favorite streaming service started showing you the exact same ad break every 10 minutes instead of mixing in different ones, which would get really annoying.
Read the original at Agency Reporter
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Frequency capping
Frequency capping is a setting that limits how many times the same person, device or household sees a particular ad within a set period, such as three times per day.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
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