GMs Reed Aims to Curb Ad Frequency With ANAs Cross-Media Measurement Tool Beet.TV [Video]

ORLANDO, Fl – General Motors is partnering with the Association of National Advertisers on a cross-media measurement initiative to better understand ad frequency across digital platforms, television and streaming TV.

The goal is to enable GM to drive unique reach to as many consumers as possible while controlling the frequency with which individuals see ads.

“We don’t want to all see the same ad over and over again in every television show or streaming program that we’re watching,” said Shenan Reed, Global Chief Media Officer at General Motors, in this video interview with Beet.TV. “You want to be able to see a new ad.”

The challenge with frequency capping is that it is siloed within individual walled garden platforms, Reed explained. “I can’t connect the dots across all of those places,” she said.

When marketers run unique-reach experiments, they often end up adding more partners and placements to the media …