The solution grew out of findings from two recent studies from Omnicom Media Intelligence. With"Why Frequency Matters: Combating Negative Reach," OM revealed that while overexposure to the same ad created "negative reach" – the point at which repeated impressions frustrate consumers and damage brand perception, consumers did not have an issue with seeing ads from the same brand with different creative executions. These findings were further validated in its latest report - "Connected Content" – in which OM ...