Connected TV (CTV) are becoming more prevalent, offering new opportunities to cap TV ad frequency, both in addressable TV and CTV.
How many repetitions are necessary to drive engagement? Does engagement vary depending on the TV strategy used?
Optimizing engagement by capping TV Ad frequency
Achieving advertising efficiency hinges on a key factor: message repetition, or "capping." Overexposing an ad can dilute its impact, leading to unnecessary costs with no added value. Too little exposure, and the message gets lost in the noise.
In the intricate landscape of addressable TV and CTV (AVOD, BVOD, FAST), determining the optimal frequency level is a real challenge.
Bee, the unified TV audience measurement solution, provides in-depth insights into this complex ecosystem to enhance TV campaign efficiency. By analyzing the number of TV exposures required to generate optimal online engagement, Bee enables advertisers to fine-tune frequency levels and maximize the impact of their TV strategies.
3 TV Contacts Drive 90% of Engagement
The value of this approach has been proven in the beauty sector, where a campaign combining addressable TV and CTV found that over 40% of total engagement came from a single TV contact. Ultimately, nearly 90% of engagement was achieved within just three TV contacts.
These insights open the door for future campaigns, showcasing how advertisers can maximize engagement without overspending.
Maximizing TV ROI
By demonstrating that not all TV ad impressions contribute equally to engagement, Bee—awarded AdTech Video Solution of the Year—empowers advertisers to refine their advertising strategies. These cross-TV insights help advertisers identify which TV environments are the most drive-to-web.
