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.”
Frequency Capping Challenges
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 mix as opposed to concentrating spend in one place, Reed said, speaking at the ANA’s own Masters of Marketing conference.
The ANA initiative, called Aquila, is being built with funding from marketers and media partners. It aims to collect data in one place and normalize it across media partners.
ANA’s Aquila Powering Up For Cross-Screen Measurement With Kantar Panel
Pilot Planned For Early 2025
Aquila was established as a separate company, owned by the ANA, and will be offered to those members, but potentially others.
The audience data spine has been built with Kantar as a partner, and the ANA has secured funding from major network partners and ANA board members.
Kantar is supplying a calibration panel of 500 homes, expected to rise to 5,000 next year.
“We’re excited to be able to start to pilot it early next year,” Reed said.
You’re watching “The CMO’s Guide to CTV Advertising in 2025 & Beyond”, a Beet.TV Leadership Series at ANA Masters of Marketing 2024, presented by Innovid. For more videos from this series, please visit this page.
