Commentary

Can Programmatic Solve Brands' Frequency Problem?

With regard to ad frequency, there remains a serious disconnect between creative and media teams. In other words, too few brands consider how the over delivery of ads affect the quality of their message.

It’s a real “pet peeve” for Fariba Zamaniyan, SVP of Audience Insight at TiVO Research.

Yet the programmatic revolution is forcing a “convergence” between creative and media, Zamaniyan told attendees of MediaPost’s TV Insider Summit, on Friday. Brands are “going to need highly targeted frequency,” she said.

Lilian Ligor -- senior manager for Global Broadcast Marketing at Vista Print -- agreed.

“At times we have too high a frequency,” Ligor admitted. With the help of programmatic, she suggested: “Maybe we need to do a better job of defining the audience.”

Additionally, Ligor said she could probably do a better job communicating with the other teams under Vista Print’s marketing umbrella. “We know we need to work together,” she said. “We have to make sure the consumer is getting one consistent message.”

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