Frequency-Capping Of Ads Doesn't Have Major Effect On Recognition
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One of the biggest annoyances for viewers of ad-supported video on demand is the number of times they’re forced to sit through the same ad while watching a program. Capping the frequency of those ads to a few times is all that’s needed to have a positive effect on brand recognition, a study by Comcast’s FreeWheel indicates.
While two exposures of an ad during a program can boost recognition to 90% from 74% for one exposure, there is less of an effect at higher frequencies. Three exposures raise recognition to 95%, which isn’t considered a statistically significant difference from the 90% for two exposures.
While two exposures of an ad during a program can boost recognition to 90% from 74% for one exposure, there is less of an effect at higher frequencies. Three exposures raise recognition to 95%, which isn’t considered a statistically significant difference from the 90% for two exposures.
