Another problem with performance-based ad network buys is that some networks simply carpet bomb their audience with the same creative units. A consumer can easily see the same ad multiple times on a network in a very short period of time.
Marketers need to respect their audience, regardless of where they are. Additionally, marketers must realize that brand building is accomplished partly through the relationship between consumer and publisher, not just consumer and marketer. Context matters.
If a consumer sees the same ad multiple times on an ad network as well as in premium ad placement locations on more established sites, the net effect may reduce the impact of that creative.
There are two ways a marketer can address this problem:
- Produce a big enough creative mix to handle the scale of the network
- Manage frequency caps
Keep in mind this is not an either/or scenario. Frequency caps, while attractive to marketers, aren’t always practical for either party. Marketers should try to balance frequency caps with a diversified creative mix