Do you ever watch Connected TV and feel like you woke up in a 2am infomercial loop?
Advertising best practices suggest a 5-7x advertising frequency for viewer recall. But on CTV, this often translates to the same advertisement airing during every single commercial break, sometimes even twice in a row. For viewers, advertising fatigue is unquestionably CTV’s biggest problem. About four out of five consumers say they’re irritated by how often advertisements are replayed on streaming platforms.
As the marketing industry shifts to a modern mindset of “what’s good for my audience is good for me,” how can advertisers combat ad fatigue without compromising their bottom line?