There is definitely such a thing as too much frequency, especially when you're using "niche" ad networks, according to panelists on the entertainment panel at OMMA Tuesday afternoon. The precise
audience targeting they allow can also over-deliver impressions, said Dave Martin of Ignited, who warned in some cases "once you start to hit someone ten times, their purchase intent is going to start
going down." Likewise Elizabeth Blair, CEO of Brand.net, said advertisers should definitely pay attention to "controlling frequency across the whole ad buy," and not just on single sites -- "You only
want them to see it ten times, not ten times on every site."
