The news: YouTube is announcing the global launch of Target frequency for its advertising platform in order to help advertisers improve the accuracy and effectiveness of their audience reach.
Zoom out: Repetitive ads are a well-known problem that has plagued the advertising industry for years, and it’s been a balancing act to find the ideal video ad frequency for both viewers and advertisers.
Why it matters: Ad-supported video on demand (AVOD) users often gripe about being bombarded with the same ads over and over again.
Yes, but: Simply put, brands need to adhere to frequency caps firmly.
Our take: Advertisers and consumers are both in a tough position: The frequency of TV spots being seen by the audience is rising, while reach is simultaneously dropping. Repeatedly seeing the same ad is annoying for viewers and wasteful for advertisers.
This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing—a daily recap of top stories reshaping the advertising industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.
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