Beyond reach and frequency, determination of value can get subjective. Currencies enable a fixed amount of inventory to be purchased ahead of time. If networks don’t meet their forecasted levels of viewership, more ads are run at no cost to make up for the difference, or “make good” on the initial agreement. What makes a measurement solution currency-grade?

Finesse frequency. Advertisers must also learn the art of frequency. Fortunately, it’s quite moderate in CTV—with an average frequency of 4.08 exposures. On average, only 8% of campaigns had a high frequency (over 10 exposures), while two-thirds had a low frequency (1-2 exposures), and one-quarter had a medium frequency (3-9 exposures).

Brands have also reduced the frequency of promotions and the level of discounts. Many CPG manufacturers have cut the number of SKUs they offer to focus on their most profitable items. The rise of private label: High gas and food prices coupled with changing consumer perceptions of private label products enabled store-owned brands to thrive.

Those members have a 60% greater purchase frequency compared with non-loyalty members and spend more across every region. Members of UGG’s loyalty program, which total nearly 6 million, accounted for at least 40% of the brand’s revenues in regions where the program has existed for more than one year, said Powers. Those loyalty members spend 40% to 50% more than non-loyalty consumers.

Advertisers today use a hodgepodge of viewership info, data from large publishers, and other methods to assess ad reach, frequency, and effectiveness. There’s a lot riding on fine-tuning ad measurement. US advertisers will spend $345.99 billion on media this year, per our forecast.

Time for change: The supply chain disruptions have pushed a number of companies to rethink their production processes. 46% of organizations have turned to onshoring or nearshoring to minimize the frequency and impact of supply disruptions, per a survey of procurement decision makers by Forrester Consulting.

UPS is adding radio-frequency identification (RFID) tags to packages at 100 facilities, eliminating the need for employees to manually scan items loaded into trucks and reducing the likelihood of missorts, CEO Carol Tomé announced on the company’s latest earnings call.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

Control frequency capping. As more upfront dollars go toward streaming, advertisers must try to control frequency capping, which plagues digital video advertising. Streaming platforms can control frequency of an ad, but the advertiser has to demand that control as part of the deal, according to Chris Pizzurro, senior vice president of global sales and marketing at Canoe Ventures.

The fast-food brand has seen a 10% increase in digital customer frequency since launching the program. 57% of restaurants offer rewards and loyalty programs, while 41% of consumers say loyalty programs encourage them to buy from restaurants, per Paytronix and PYMNTS’ 2022 Restaurant Friction Index.

On today's episode, we discuss what users are viewing on Facebook, how to measure attention, whether Toys R Us can make a comeback, the scope of the ad frequency problem, how important AI is to advertising, how soon will work meetings move into virtual reality, how Nicole discovered a ground-breaking literary link that made national news, and more. Tune in to the discussion with eMarketer director of reports editing Rahul Chadha and principal analysts at Insider Intelligence Nicole Perrin and Paul Verna.