Resolve the CTV frequency problem to boost ad performance across verticals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2021, 12:08 PM UTC

Attaining the desired frequency of CTV ads can help brands save on costs and expand campaign reach via competitive prospecting or look-alike audience.

Overexposure to ads takes away from the user experience, wastes money, and damages the brand. For marketers looking to overcome this problem, they should leverage smart IDs. Merge individual identities into a unified household identity rather than treating people in the same household as individuals.

This will help marketers achieve the target frequency and increase the return on ad spend (ROAS). Combining individual IDs like home addresses, emails, and more in a given household and publisher inventory can help advertisers integrate data to measure the ad frequency.

Use third-party tools like Acxiom to merge data across identifiers. A centralised frequency management solution and a single household ID can measure the frequency of ads across streaming apps.

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