Commentary

Most CTV Ads Miss The Frequency 'Sweet Spot'

Earlier this week, I reported on some key findings from an in-depth study on attention and receptiveness to connected TV ads, from Yahoo and Publicis Media, that employed facial recognition and ACR data and a consumer survey.

Those points, in a nutshell:

*Streaming viewers are generally accepting of ads, but just …

3 comments about "Most CTV Ads Miss The Frequency 'Sweet Spot'".
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  1. Ed Papazian from Media Dynamics Inc, March 24, 2023 at 8:54 a.m.

    Karlene, the difference between the ad watching level for a single exposure ---52%---and the "sweet spot"--or 6-15 exposures---which is pegged at 55%--is extremely small. Also, if the average ad viewing rate for CTV commercials is in the vicinity of 35% from the same source how can the figures cited in this table be so much above the norm?

    As for the statement made in the presentation that 85% of CTV commercials never reach the "sweet spot"---meaning that their frequency levels are low---- that is not unusual as the same thing applies to most TV schedules. In this case if a quintile analysis was conducted you would probably find that 20% of those who look at a brand's commercials account for 50% of the ad contacts---just like we often see in linear TV r&f tallies.

  2. Brianna Santoro from LG Ads Solutions, October 4, 2023 at 11:39 a.m.

    Do we know how long this study was ran for? 

  3. Ed Papazian from Media Dynamics Inc, October 4, 2023 at 12:56 p.m.

    Another possibility for the slightly higher attentiveness findings for 16+ viewings compared to 2-5 viewings is that the former---2-5 exposures--- would probably include a higher percentage of younger, generally lighter, viewers while the latter --16+ exposures----probably had a higher proportion of heavy viewing oldsters. Since older viewers are more attentive to commercials than younger ones, this, alone might be the explanation. I wonder what the results would look like if the data were only for adults aged 30-50.

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About the Author

Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.

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