New research highlights that low-frequency advertising in streaming fails to build effective brand memory. It argues that high exposure frequency is essential for long-term brand impact, a factor often overlooked in modern marketing strategies. The study found that brands shifting from linear TV to streaming experienced declines in site visits, indicating the importance of frequency.

Attention in advertising has shifted from seeking long, continuous views to leveraging short, repeated exposures that accumulate over time. Recent studies indicate that 1.5-2 seconds of attention at a frequency of four can yield better brand impact than singular deep exposures, emphasizing the importance of frequency in digital brand building. However, skepticism remains regarding the methodology and implications of these findings, particularly concerning the relationship between attention duration and memory retention.