According to a recent WARC and GWI research study, excessive ad frequency is more likely to have a negative impact on how consumers view a brand than if those ads were placed around unsafe content. Yet it’s challenging for media planners to have a clear view of ad frequency due to market fragmentation, measurement gaps, and walled gardens.

Erica Kokiw, VP Digital, UM is among the top industry leaders who support combative initiatives. “There are many approaches clients can take to ensure optimal frequency,” says Kokiw, “including maximizing SOV and reducing audience duplication between platforms”.

Click here to read more.

Privacy Overview

Our website uses cookies for various purposes, including to enhance the site’s functionality, and help us understand how you use and interact with the website. To learn more about the cookies used and your choices, please see the Online Privacy Notice. Please indicate below whether you agree to the use of cookies for the purposes described above:

You can adjust all of your cookie settings by navigating the tabs on the left hand side.