By Amit Relan
In the digital landscape, achieving success requires balancing reach and frequency. During major sports events like the World Cup or IPL, advertisers face critical questions: Is the ad reaching the desired audience without violating frequency caps? Achieving this is crucial for effective campaigns.
Campaigns require clear objectives, dictating whether to prioritise frequency or reach based on product/service categories. For instance, Mahindra focuses on SUV visibility, Parle on Cookie brand visibility, and healthcare on health insurance promotion. The Men’s Cricket World Cup 2023 showcased diverse ad strategies, a trend seen in events like Women’s Premier League and the Indian Premier League 2024, with brands diversifying ad placements for optimised digital viewership.
Preventing frequency cap violation during live sports events is crucial. While these events engage advertisers, frequency cap breaches can undermine campaigns. A case study of an FMCG giant running over 100 ads in 5 days on an OTT platform demonstrated uneven distribution, wasting budget and hindering reach. Precise ad timing is vital, but low engagement metrics reveal discrepancies between spending and impact. OTT monitoring revealed Geo Fraud, indicating frequency cap violations, impacting marketing and draining budget resources.
The “Advertising-Response Function” illustrates the relationship between advertising inputs and presumed value outputs. Frequency cap violations result in diminishing returns, overexposing on some devices and underexposing on others, impacting OTT ad campaign efficiency during live events. Picture yourself as the captain navigating through consumer behavior, steering towards increased buying propensity. Equipped with a specialised compass, your ship charts the impact of ads on individual consumers, guiding through the choppy waters of consumer response, revealing a curve dipping after the initial exposure.
As the journey progresses, you witness a swift decline in ad impact after the initial exposure, mirroring the waning excitement of uncovering hidden treasure. However, there’s hope! Pursuing heightened buying propensity reveals a crucial rule: the greatest return on ad spend comes from a single exposure before the purchase window. Focus on maximising the first exposure to guide your campaign towards increased buying propensity.
In advertising, prioritise reaching 10 prospects once over multiple exposures to fewer. This boosts buying propensity and brand loyalty. During events like IPL 2024, monitor OTT ad performance and ensure targeted audience reach for optimal results.
The author is co-founder & CEO, mFilterIt