Vizio aims to solve repetitive OTT ads with Universal Frequency Control

Vizio Ads – the TV maker’s advertising arm – has unveiled its new Universal Frequency Control capability.

The new tech enables brands to set limits on how often a Vizio TV within a household is exposed to specific ads through its platform. The company said that the product will solve “one of the biggest problems plaguing the over-the-top and connected TV marketplace” and that the tech will let brands limit the number of times a Vizio Ads media buy reaches a device per day, week or month.

Universal Frequency Control joins Vizio Ads’ growing products suite which includes incremental reach, targeting and retargeting capabilities. This suite is complemented by data from Inscape, Vizio’s ACR data business.

Travis Hockersmith, VP, Platform Business at Vizio, said:  “With this new frequency control offering, brands can use deterministic information to control linear and CTV advertising experiences at the device level. This solves a major problem marketers face when diversifying and managing their reach to TV audiences. Most importantly it will make a much better experience for viewers at home, which is our primary focus.”