Streaming Platform Ad Overexposure Harms Brands: A Deep Dive into the Detrimental Effects of Repetitive Advertising

The advent of streaming platforms has undeniably transformed consumer behavior. However, an unforeseen consequence is the marked overexposure of viewers to similar and frequently repeated digital ads. A new study conducted by IPG’s Magna unit and ad tech firm Nexxen lays bare how brand reputation, customer experience, and even purchase intent may suffer as a consequence of repetitive advertising.

Overexposure to the same ad campaigns has shown to have a significant negative impact. Particularly, the study concludes that a viewer’s purchase intention tends to drop by 16% after seeing the same ad six times or more—a percentage that significantly matters to marketers. Thus, emphasizing the importance of well-regulated ad space and optimally timed frequency of ads becomes paramount to not only ensure a positive viewer experience but also to sustain the brand’s image.

Deeper exploration behind the statistics unveils an even more comprehensive picture of viewer displeasure. According to the study’s findings, just under half of the participants (48%) found the repeated ads “annoying.” A third revealed the ad “disrupted” their streaming experience. Notably, an overwhelming 83% felt the repetition was intentional. The immediate blame frequently fell on the brands themselves, with 68% of viewers attributing the issue to them, whereas 44% of the blame was directed at the streaming service airing the repetitive ads.

Repetitive advertising is a concern that has captured the attention of leading industry experts. For instance, Kara Manatt, the executive vice president of intelligence solutions at Magna, emphasized the need for change stating, “the damage done to brands and platforms by repetitive ads cannot be underestimated.” However, solutions are also being eagerly sought. New Balance, an IPG client, has been vocal about the need for frequency caps, expressing their anticipation towards industry advancements expected to provide a more optimal user experience.

The study, ‘It’s All in The Delivery’, aimed at investigating purchase intent in relation to the frequency of ad delivery. The research involved a multitude of anonymous participants who were regularly exposed to the same digital ad campaign, showcasing the brand New Balance. The key findings highlighted a correlation between an increase in ad repetition and a decrease in purchase intention and brand awareness.

Understanding the cumulative effect of ad repetition on both the viewer experience and brand reputation is critical for all players in the digital marketing space, content creators, streaming platforms, and brand managers alike. As streaming platforms continue to dominate the market, maintaining a balance between brand promotion and viewer experience through frequency management can undoubtedly enhance brand awareness. The findings of this study might just be the impetus that drives industry advancements to ensure both marketers and consumers are trusted partners in the growing digital realm.

With data and information drawn from the robust study by IPG’s Magna unit and ad tech firm Nexxen, this comprehensive exploration on the impact of repetitive advertising offers tremendous insights for the digital advertising industry. As we move forward, it is clear that the narrative needs to shift from mere brand repetition to establishing long-lasting impressions in the minds of potential customers.