Hypothesis
Repetition of ads increases interactivity up to a certain threshold, after which it diminishes due to ad fatigue or viewer annoyance.
Conducted study
To test this hypothesis, mediasmart's Analytics team checked the relationship between ad exposure and user interaction.
The study focused on the following areas:
Engagement measurement with a focus on CTR, reflecting the percentage of clicks per 1,000 ad impressions.
Correlation between media spend and engagement: media spend was analyzed to identify the sweet spot where spending is optimized and user interaction peaks.
Comparison to other industry tools: existing tools like Frequency Capping and Dynamic Creative Optimization were reviewed to check if they address the challenge of ad fatigue by targeting high-awareness users.
New concepts
Frequency Layer: developed to visualize the range of ads a user has been exposed to prior to encountering a new ad.
High User Awareness users emerged as the range of frequency layers where spending aligns with increased CTRs.
Key findings
User interaction decreases as exposure to ads increases, confirming that excessive ad repetition leads to diminishing returns.
High-awareness users, highlighted in green on the graph, who have been exposed to fewer ads, are significantly more likely to engage, resulting in improved CTRs and better ROI.
Proprietary solution
Maximize Users' Awareness leverages patent-filed technology to revolutionize the way advertisers approach user engagement.
By analyzing the number of times a device has requested ads, our tool identifies high-awareness users and strategically targets them to maximize click-through rates (CTR) and improve ROI.
Unlike traditional methods like Frequency Capping or Dynamic Creative Optimization, our solution goes a step further by ensuring that every impression counts, reducing ad fatigue and delivering meaningful interactions.
This game-changing approach empowers advertisers to optimize their budget, achieve greater engagement, and unlock the full potential of their campaigns, by reducing wasted impressions and delivering ads to users more likely to interact.