Commentary
Most CTV Ads Miss The Frequency 'Sweet Spot'
- by Karlene Lukovitz @KLmarketdaily, March 23, 2023
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 …
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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.
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.
Do we know how long this study was ran for?
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.