MediaPost: Commercial Data Zaps 'Effective Frequency,' Supports 'Recency'

An InsightExpress study shows that digital video recorders tend to lead to ad skipping particularly on ads already seen, meaning that reach might not be nearly as affected as frequency. In fact, aside from saving time, the main reason reported by those studied for skipping ads is the simple fact that they've seen them before.

The MediaPost report suggests that this may reduce the legitimacy of "effective frequency" strategies in favor of "recency" strategies, but recency is merely a form of frequency that is defined by time. The corrective measure seems to be to produce more ads that are more engaging and less reliant on the typical wave-against-the-rock strategy of shaping brand perceptions.