We’ve all heard the stats about the thousands of marketing messages the average consumer is exposed to weekly, and yet advertisers continue to forget just how noisy the media landscape is when planning their CTV campaigns.
Perhaps optimism gets the best of us, and we think great results are all but guaranteed if our campaign has the right targeting, eye-catching creative tailored to our target audience and the TV medium, and a measurement plan to report on our priority metrics. With CTV playing a more important role in brands’ media mixes with every passing month, now is as important a time as ever for marketers to remember that consumers’ mental availability — a person’s ability to recall a brand when making a purchase — has limits.
