‘Intelligent’ frequency capping can boost CTV brand impact

New research from IAS-owned Publica on the importance of frequency management.

Frequency management is a vital component in connected TV campaign effectiveness, a new study suggests.

A report called Master the Art of CTV Monetization by Publica – a CTV ad server owned by IAS – argues that ad-funded streaming has suffered from “subpar ad break experiences”, due to repetition, irrelevant content and sudden increases in audio volume during ad breaks.

The report draws on research from IAS to show that brand impact is significantly greater when ads benefit from contextual relevance.

A “matched view” where the ad is relevant to the viewer shows an increase in brand impact after...

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