A colleague forwarded this article from AdAge (http://bit.ly/2bK39ip) announcing yet another study which suggests that you can, quite literally, wear out your target audience with over saturation of ads of every kind from display to television. Brands and their agencies know this already and have known this for at least 10 years, so why do they keep doing it? That is why we invented frequency controls in digital right? Why then, when watching the Olympics, did I see the same ad well beyond the target frequency? I have a hunch: these advertisers had nothing else to show me.
Yet again, most of the major Olympic advertisers made only ONE big expensive commercial with a cut down. That is a huge missed opportunity. When the media buy is that big and has that much reach, why would you only make essentially one ad to show to a massive Olympic audience for 16 days? Especially when you know that one ad will begin to frustrate your consumer at that frequency? Therein lies the entire challenge of today’s brand marketer.
The brand marketer in 2016 will never have enough brand content to meet the audience and campaign demand over the course of a fiscal year. Given the current state of production inside their creative agency, it is just not possible. The Olympics is an obvious case of not enough content for the media plan, and you could argue that marketers had two years to prepare for this! There are plenty of ad placements to optimize and plenty of social distribution channels to target, so why are we not seeing a corresponding explosion in creative output from brand marketers and their agencies?