Frequency Optimization in Connected TV Advertising
Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement not previously achievable in linear television. This development responds to current challenges in the advertising market, particularly overexposure and the non-optimal distribution of contacts. Offering a new model for frequency management, enhances both campaign performance and viewer experience.
Market Challenge
In traditional TV advertising, advertisers can’t control frequency in advance. Even if, clever media planning usually takes care of clever frequency capping. Excessive repetition can lead to diminished returns, viewer fatigue, and a missed opportunity for maximised efficiency. With increasing demand for more precise, data-driven media planning, especially in hybrid digital-linear environments, advertisers are seeking tools that allow them to manage exposure frequency and improve the distribution of impressions across audiences and brands. That is the problem that Atres wanted to address.
The Frequency Optimizer
The Frequency Optimizer is a CTV-focused advertising solution that applies a cap on the number of impressions delivered to an individual viewer for a specific brand or creative. It is particularly created to manage multi-brand campaigns. Once a viewer receives the maximum designated number of exposures (seven in the case study example), the system redirects subsequent impressions to a different creative or brand from the same advertiser.
This approach not only prevents overexposure but also extends the advertiser’s reach by allocating unused impressions to other brands within the same campaign. The system leverages real-time data to ensure that each additional contact adds value, either by reinforcing the initial brand message or by introducing related products without duplicating exposure.
Implementation with Starcom
The first application of the Frequency Optimizer was conducted in collaboration with the media agency Starcom. In the tested campaign, exposure to the primary brand was capped at seven impressions per user. Once that threshold was reached, further impressions were redirected to a secondary brand from the same advertiser. The results demonstrated a 7.3% increase in audience coverage within the optimal 1–7 impression range, which is widely considered the most effective interval for brand impact.
For the secondary brand, the redirection strategy generated 2.5% additional coverage. Overall, 92.5% of the campaign’s reach for the primary brand remained within the optimal frequency range, while 100% of impressions for the secondary brand fell within the same range. This not only maximized coverage but also optimized the use of available impressions without increasing gross rating points (GRPs), thereby improving return on investment.
Business Impact
The introduction of frequency optimization has measurable benefits for advertisers. It allows them to achieve effective reach with fewer GRPs, reduce overexposure, and improve campaign profitability. From a strategic perspective, the tool offers enhanced control over how and when audiences engage with branded content, aligning traditional broadcast methods with the flexibility and precision of digital advertising.
Moreover, by ensuring that each impression contributes to a desired outcome, whether through initial exposure or reinforcement, advertisers can better manage multi-brand campaigns and make more efficient use of their advertising budgets. This leads to more balanced campaign performance across different brands and a more relevant experience for viewers.
Industry Implications
The Frequency Optimizer represents a significant shift in how advertising is planned and executed in CTV and linear broadcast environments. By integrating frequency control mechanisms traditionally reserved for digital platforms, Atresmedia Publicidad is redefining best practices for TV advertising. This innovation addresses both efficiency and user experience, two key concerns in a highly competitive and fragmented media market.
For now, it marks the beginning of a new value proposition for the market. Long term, they hope that such a tool could become standard in the industry for multi brands advertisers, as they are increasingly seeking out hybrid solutions that bridge the gap between linear and digital formats. The ability to manage exposure in real time positions Atresmedia at the forefront of this evolution, offering clients a more accountable and effective way to engage audiences.