There are a number of reasons why a user might see the same ad
more than twice. Browser settings and a lack of creative diversity
provided by the advertiser or agency are some of the biggest
drivers. Overlapping creatives from different sales channels (both
direct and programmatic) is another potential driver and was not
captured as part of this analysis so instances of repetition are
We also looked at repetition across single streams versus longer
sessions (multiple stream/episode viewing), which showed an
expected increase in repetitive ads: Creatives appeared three or
more times during 5% of single streams and 11% of user sessions
running up to 24 hours. All parties involved need to work on
improving frequency management across time, screens and
There is also a cumulative frequency effect for the consumer
that is worth considering: Even if frequency caps are being adhered
to, a viewer might see three to four campaigns repeated twice and
come away feeling that the ad experience was repetitive. Campaign
diversity and a dynamic rotation of ads are tactics that can
counter this cumulative effect.
2. Customize the ad experience based on content
We believe that viewers' acceptance of ads is related to their
consumption of content. Different types of viewers, whether
sampling short-form content or binge-watching full episodes, have
different expectations of the amount and timing of delivered ads.
Tailoring the ad experience based on the screen (e.g., mobile vs
over-the-top) is also a key factor in managing viewers'
expectations and engagement.
As an industry, we can get smarter about how we customize and
optimize the ad experience, and we are already seeing examples of
premium video providers experimenting with different models to
maximize impact for advertisers while retaining audiences through
better viewing experiences.
3. Maximize creative diversity and quality.
There has been an increased focus by marketers on storytelling
via video ads and a rich set of creatives, but there are a number
of issues in delivering the optimal set of creative executions in
all formats, which we will explore in an upcoming publication.
As premium video providers scale their distribution footprint
and partnerships, there is an increasing number of advertising
sources that have sales rights (distributors, programmatic
partners, etc.), which adds complexity. To maintain a consistently
positive ad experience, it's also important to optimize the quality
of creatives and appropriate amount of tags from all demand
sources. Indirect programmatic channels elevate the risk of poor
quality and tag-laden creatives, and it's important to have
comprehensive and continuous quality assurance processes in place
to mitigate issues such as latency, buffering and audio issues.
All stakeholders should take responsibility for limiting ad
delays and viewer frustration while they wait for content to start
or restart. In digital, milliseconds count.
Providing an optimal ad experience to viewers and advertisers
alike is a complex challenge that we won't solve overnight, but we
do need to start collaborating and innovating. Most elements are
within reach of publishers, advertisers and partners today, and
each stakeholder in the premium video value chain has a part to
play. If everyone takes responsibility, then we all
benefit—not least the viewer.