Challenge: Overcoming the “Wearout Effect”
Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting the REWE app.
The Solution: TV Frequency Capping
Studies show that seeing ads multiple times helps cement a brand’s message in people’s minds after a certain number of views. However, any more than this number of views contributes to wear-out. To combat wear-out, Ad Alliance introduced the world’s first automatic TV frequency capping.
In this case, once the REWE image ad “Scheine für Vereine” reached a threshold of one contact per week, it was seamlessly replaced by the REWE app ad via spot overlay videos during regular advertising breaks—without the household noticing.
This approach combined linear TV with addressable TV (ATV) to tailor the media exposure per household, ensuring that REWE’s image ad impact remained consistent while promoting the app in a subtle, non-intrusive way.
Ad Alliance led the campaign, with smartclip providing the technology for accurate ad insertion, and media agencies PION3ERS and OMD Germany handling implementation.
The Results
The campaign produced significant results:
- 39% increase in app awareness and an 18% rise in app downloads.
- The technology allowed advertisers to control their message frequency, maintaining ad impact without overexposure.
- The approach garnered industry attention, with new campaigns in development, particularly in the retail sector where TV and ATV integration can drive both brand awareness and sales.
Ad Alliance’s innovative approach won the Deutscher Mediapreis 2024 for ‘Total Video’ Media Idea of the Year and earned nominations at the Festival of Global Media Awards for “Best Use of Video” and “Better Media Practice Award.”