New MAGNA Study Proves that Repetition Breeds More than Annoyance

This study is the first of its kind and offers a warning to both brands and platforms to consider frequency windowing and a mix of creative throughout the campaign quotWe know how important the ad experience isquot noted Kara Manatt Executive Vice President Intelligence Solutions at MAGNA quotWe often focus on the right message right person and right time and those things are important But the ad experience can really make or break an impressionquotManatt explained that the viewer experience of overly repeated ads especially within connected TV is familiar quotWe were really interested in what the impact was for our brands the user experience and the platformquot she said quotNo 1 for us is how effective our ads are and we knew that ad frequency played a rolequotquotWe knew ad frequency would have an effect on the viewer experience but quantifying it was importantquot added Karim Rayes Chief Product Officer at Nexxen quotThis is for us the first time we39re able to do thatquotThe research was conducted inhouse using experimental design with about 1250 online respondents They were asked to view in their own homes and choose any content thus replicating as typical a viewing experience as possible with MAGNA ads inserted and a questionnaire to follow The results are soberingquotEightyseven percent said that they usually experience this so it39s happening all over and people remember itquot Manatt shared Also many believe that this high degree of ad frequency is intentional quotEven though we know in the industry that it is occurring brands aren39t intending to deliver the same ad over and over in the same TV showquot she said quotBut 68 think that brands specifically intend to do itquot Notably this level of dissatisfaction was consistent across demographic groups and agesAnother warning to advertisers and platforms is the impact of ad frequency on branding metrics quotOur clients and our agency are working to achieve greater impact on branding metrics like purchase intent connection to and excitement about our brandsquot Manatt explained quotTo see that we are actually creating declines and having the opposite of the intended effect is pretty startling We see a decline in purchase intent of 14quotquotCustomer experience is critical for the platform as wellquot Rayes noted quotThere is negative impact when the repeating ads were shown against the same content Viewers want controls to properly manage that and often seek their content on another platform CTV offers a lot more options than there used to be a few years ago It39s critical for platforms to take this seriously as wellquotPerhaps not surprisingly linear TV advertising is not as repetitive as other platforms quotLinear TV booking is done in advance and is very staticquot Rayes said quotSo you39re carefully managing the amount of repetition you have against each show When it comes to CTV and digital you have a global budget daily caps etc But overall the distribution is not as polished So you can add on unless there are the right controls You can end up in a situation where you39re going to repeat the same advertisement multiple timesquotWhen you add in user targeting and other factors on digital and start filtering down the number of available campaigns to a specific consumer quotyou tend to narrow it down to the extent that you repeat the ads on the same consumer multiple timesquot he addedFor Rayes digital has its advantages but optimizing ad frequency is one of the major challenges to be addressedFor Manatt quotThe research findings validate the importance of going the extra mile to ensure that ad overfrequency doesn39t happen We39re already working with publishers one on one and with a short list of trusted partners like Nexxen who have the technology to manage frequency So we are already taking action But these are important findings for us to share more broadly to make sure every team is taking advantage of that because it39s counter to what our ads are intendingquotShe stressed that it is vital for the industry to work together on this issue quotWe don39t want people changing their media behaviors and moving to something else because we39re not doing a good job of delivering our adsquot she said quotIt39s not just an individual brand problem It39s an industry wide problem and we all have a stake in it Consumers can change the channel and switch platforms and spend their media time other places We all need to work together on the right technology to make sure it doesn39t happenquotLooking ahead there are some interesting and viable solutions One according to Manatt is quotstorytelling amp8230 and using it to be more thoughtful If we39re going to deliver multiple ads hopefully not six in a TV show we can use technology to tell a story from touch point to touch pointquotquotIt39s beyond the technologyquot Rayes added quotIt39s also working to establish industry standards The ad serving platform hosting the creative might have the same creative but two different creative IDs for platform A to platform B The broadcasters and platforms don39t know it39s the same ad So even if you have the tools to say 39Okay don39t show that ID more than three times39 consumers may still see the same ad multiple times if there are two IDs with the same ad It39s important that we have a universal languageThere are lots of standards in our space but there is still a lack of standards when it comes to creative management It39s a work in progressquot he concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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New MAGNA Study Proves that Repetition Breeds More than Annoyance

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Charlene Weisler

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New MAGNA Study Proves that Repetition Breeds More than Annoyance

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