Consumers are often over exposed to the same ads, while advertisers are operating well past the point of diminishing returns when it comes to leveraging frequency.
Using multi-touch attribution (MTA), advertisers and media owners can maximise exposure for a given campaign, deploy frequency-capping strategies, and reallocate spend. But despite having access to various MTA approaches and frequency-capping technologies, advertisers and media companies still find that audiences are overexposed to advertising, resulting in wasted budget and sub-optimal ROI.
This paper, co-authored by Dan Robbins, Vice President, Advertising Marketing & Partner Solutions at Roku Inc., explains how to optimise exposure frequency, and reinvest the savings across individuals or segments.