Commentary

What's With The Frequency Capping, Kenneth?

by Joe Mandese , June 8, 2011

MediaPost's David Goetzl is grilling his Buyer's panel at OMMA Video this morning, about the way they "frequency cap" their online video ad rotation online, especially the fact that the same creative runs over and over again, infuriating trade reporters' online viewing experience, if not the average consumer's. The consensus from the panelists is that it is more of a creative issue than a media issue.

"I don't think it's necessary the networks fault. I think it is a client and agency problem," explained Renee Whittingstall, partner-digital media director at MediaCom. "Clients don't want to spend on additional creative. Putting the resources behind it to get four different creative executions is expensive."

Universal McCann's David Cohen concurred, noting, "I don't think that we have the level of creative resources."

As did OMD Digital's Rob D'Asaro: "I definitely think that's on the agency.... That there is a healthy creative rotation in the mix. The majority of our clients are not buying full stream at this point, and a lot of the reason for that is the lack of creative resources."

1 comment about "What's With The Frequency Capping, Kenneth?".

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Darrin Stephens from McMann & Tate, June 8, 2011 at 10:47 a.m.
Why can't digital buyers do what TV buyers do? Don't double or triple (or quadruple, quintuple) spot when you don't have the creative to back it up.
It's the buyer's responsibility to know (or have a good feel for) how much creative the client will have in the can. Most TV advertisers aren't going to make extra creative for web-only because there aren't enough viewers to support it.
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