Posts for 'ANA'

At VideoNuze’s Connected TV Advertising Summit last month, one of the issues most often raised by speakers was frequency. Sometimes speakers articulated the issue through their lens as an industry participant; other times it was from their own personal experience. For example, in our final session of the conference, Cara Lewis, EVP, Head of US Investment for Amplifi USA / Dentsu spoke about her experience streaming during the miserably cold Memorial Day weekend (slightly edited for clarity):

“Frequency is definitely an issue. And I can tell you just for myself and my viewing experience this weekend, it was extremely rainy. And I watched a lot of CTV and I kept on seeing the same commercial over and over again, which is completely frustrating because I'm being told as somebody who's buying these ads that we have a frequency cap. Maybe those advertisers didn’t have one, but if they did what I saw was well over what I know our advertisers put in as a frequency cap.”  

My experience mirrors Cara’s, as I mentioned in Q&A after moderating a CTV session at Pubmatic’s ENVISION conference two weeks ago. As VideoNuze readers know, I watch a lot of professional golf, on Golf Channel, NBC and CBS, most often on my Roku devices and using YouTube TV. It is mind-boggling how often the same ads are repeated. Admittedly I’m not sure if what I’m experiencing is a CTV frequency issue. It could have much more to do with the TV network, the rights of tournament sponsors, faulty legacy TV system frequency capping, shortage of available campaigns, etc. Who knows.

Regardless of the root cause, as Cara said, as a viewer it’s frustrating and diminishes the experience (and because I’m never able to fully take my industry analyst hat off, even on weekends, I can’t stop thinking “really, where IS all this great adtech that I write about each week?”)

Having said all of that, a new report from Innovid and the ANA, “Decoding CTV Measurement,” asserts that the frequency problem is actually both “highly exaggerated” and likely only limited to very particular situations. Innovid and ANA studied 35 campaigns from 20 big advertisers, representing $35 million in ad spend across 169 publishers and 25+ connected device types.

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According to a recently released study by the Association of National Advertisers (ANA) and Nielsen, multi-screen advertising will grow from 20% of advertisers' budgets today to nearly 50% in the next three years. While 48% of respondents said they believe multi-screen campaigns are very important in effectively delivering marketing messages, almost twice as many (88%) believe that these types of campaigns will be very important in three years. 

One of the biggest issues for multi-screen advertising is measurement due to a huge gap between existing measurement approaches and how respondents would prefer to measure integrated multi-screen campaigns. 71% of survey respondents said they use a variety of metrics specific to individual screens, but 73% said they would prefer to use just one set of metrics across all screens.

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The tone of last week's Cross-Platform Video Measurement Summit in NYC, was set upfront, as first speaker Patti Wakeling, Unilever's Global Media Insights Director, plainly stated that a "measurement crisis" is upon the research industry. Noting the wide diversity of devices that now deliver video, and rapidly changing consumer behaviors, Ms. Wakeling concluded that "consumers are way ahead of the research community."

These simple truths are no doubt what packed 300+ attendees into the Time Life Auditorium for an afternoon of discussion about how confusing the video landscape has become for traditional TV advertising and what the ecosystem - advertisers, agencies, content providers and measurement service providers - should be doing to address the situation.

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