Omnicom Media Unveils Cross-Screen Planner After 60% Consumer Frustration
Omnicom Media Intelligence finds over 60% of U.S. consumers frustrated by repeated ad exposure in a single streaming session, defining this 'negative reach' as damaging brand perception. The company is launching a Cross-Screen Planner with VideoAmp and The Trade Desk to optimize frequency across linear TV and CTV.
1. Study Reveals Consumer Frustration
Omnicom Media’s research among U.S. consumers shows that over 60% report high frustration when seeing the same ad multiple times within one streaming session. This overexposure, labeled 'negative reach,' is linked to diminished campaign effectiveness and brand perception.
2. Launch of Cross-Screen Planner
The company is rolling out a first-to-market Cross-Screen Planner developed with VideoAmp’s STB+ACR data, The Trade Desk’s programmatic bid stream and Acxiom audience segments. This tool aims to reduce wasted repetition in sessions by suppressing duplicate impressions and reallocating reach across linear TV and CTV.
3. Implications for Advertisers
Marketers can now apply adaptive frequency strategies tailored to specific campaign goals, audiences and media environments. By balancing reach and frequency, advertisers can improve ROI in fragmented ecosystems and avoid the pitfalls of static frequency caps and legacy benchmarks.