Repetitive ads ‘damage brand reputation and purchase intent’

Repetitive advertising on streaming platforms can damage a brand’s reputation, according to a new study. Notably, researchers identified a 16% drop in purchase intent amongst those who had seen the same ad six times or more. Marketers must ensure they are purchasing ad space on platforms with effective technology to manage frequency. Not only does improper frequency management result in a decline in purchase intent but it can also damage the reputation of a brand. Kara Manatt, executive vice president of intelligence solutions at Magna, stressed that repetitive ads caused damage to both brands and the streaming platforms, and so called for change.