Why Frequency Is Your Friend—If You’re Thinking Beyond Digital

If you’ve ever groaned seeing the same ad for the hundredth time during your favorite streaming show, you’re not alone. In fact, a staggering 87% of viewers say they’re bombarded by repeat ads on streaming platforms. This turns what should be a branding opportunity into a fast track to consumer fatigue. But what if we told you that more ad impressions could actually help your brand thrive? Just not in the way you’ve been conditioned to think!

OOH Flips the Script on Frequency

In this thought-provoking column, Clear Channel Outdoor CMO Dan Levi challenges conventional digital marketing wisdom, revealing a surprising twist in the frequency conversation. While capping exposure is the norm in digital to avoid audience burnout, Out-of- Home (OOH) advertising flips the script. According to new research, in OOH, frequency is a proven performance multiplier.

Backed by multiple studies, including one that tracked OOH exposures against real-world store visits, Levi makes a compelling case that seeing is believing...and buying. One such study found that consumers exposed to an OOH ad 14 or more times were four times more likely to visit the advertised location than those who saw it once. And it’s not just foot traffic. In app-based campaigns, repeat OOH exposure led to users being 10x more likely to install the app and place not just a first, but repeat orders.

Market Saturation Leads to Action

So why does OOH work differently? Levi dives into the psychology of consumer attention, the unique creative power of public spaces, and how brands can use modern data to optimize campaigns with pinpoint precision. He also explores the impact of ad variety across unique billboard placements highlighting how market saturation in OOH doesn’t lead to fatigue, but rather to action.

This is a rallying cry for performance marketers, CMOs and brand strategists to recalibrate their media mix and rethink outdated assumptions. If your digital ad budget is underperforming, or causing unintended brand damage, this article might just convince you to look up and out.

Discover why frequency isn’t the enemy… when you harness the power of Out of Home.

^{Source: MediaPost, 2023}