Repeating CTV Ads Lifts Recognition to 90%, Rakuten-Omnicom Germany Study Finds
Updated: 6 days ago
TL;DR: A German study by Rakuten TV Enterprise and Omnicom Media Germany finds that multiple connected-TV ad contacts sharply outperform a single pre-roll on recognition and recall.
What the study measured
Published on 1 October 2026, the study from Rakuten TV Enterprise and Omnicom Media Germany surveyed 750 German adults aged 18 and over who use connected TV monthly, between 4 and 20 August 2026, split into three groups of 250.
One group saw a single pre-roll; one saw four repeated identical ads; one saw four sequential, story-building ads. The multi-contact groups were exposed across four touchpoints — the TV homescreen, the Rakuten TV homepage, pre-roll and pause ads — for an automotive advertiser.
The numbers: frequency and sequencing win
Ad recognition rose from 63% with a single pre-roll to 90% with repeated ads and 93% with the sequential sequence. Unaided recall jumped from 45% to 67% for both multi-contact groups.
The variants then diverged by objective. Repetition performed best on product interest (64% versus 58%) and brand fit (69% versus 63%), while the sequential, story-building approach led on brand recall.
Gregor Fellner of Rakuten TV Enterprise framed the finding as evidence that how contacts are distributed across the screen matters, not just how many are bought.
Match the format to the objective
Marketing Minute's read: the headline isn't "buy more" — it's "stop buying single pre-rolls." A lone pre-roll leaves most of CTV's value on the table when recognition can be pushed toward 90% with a coordinated multi-touchpoint plan.
The nuance is the useful part. Repetition and sequencing aren't interchangeable: repeat the same ad when you want product interest and brand fit; sequence a story when you want brand recall. The format should follow the objective, not habit.
What CTV planners should do with this
With German TV budgets under pressure, this gives planners a concrete reason to buy multi-touchpoint CTV bundles — homescreen, pause and pre-roll together — rather than the cheapest single pre-roll.
Practical steps: set the objective first, then choose repetition or sequencing to match; insist on homescreen and pause placements, not just pre-roll; and pressure-test vendor bundles against this frequency logic. A mini-framework for CTV: one contact buys a view; distributed frequency buys recognition; the right sequence buys recall.
One caveat worth stating: the study was run by a CTV platform and a media agency that both benefit from higher CTV investment, and it covered a single automotive category — so treat the direction as strong and the exact percentages as directional.
Quick FAQ
What did the Rakuten-Omnicom CTV study find?
Multiple connected-TV ad contacts lifted ad recognition from 63% (single pre-roll) to 90% (repeated) and 93% (sequential), with unaided recall rising from 45% to 67%.
Is repetition or sequencing better?
It depends on the goal — repetition led on product interest and brand fit, while sequential story-building led on brand recall.
How was the study conducted?
750 German adults aged 18+ who use CTV monthly were surveyed between 4 and 20 August 2026 in three groups of 250, across four touchpoints for an automotive advertiser.
The number that should change behaviour is the jump from 63% to 90% recognition. A single CTV pre-roll leaves most of the value on the table. Frequency and sequencing across the TV homescreen turn a passive view into actual recall — just match repetition or storytelling to the objective you're buying. — Daniel Nikolla, Founder of Merx Marketing
Stop buying single CTV pre-rolls — plan multi-touchpoint bundles and match repetition or sequencing to whether you want interest or recall.
Is your CTV plan buying cheap single views, or the frequency and sequencing that actually produce recall?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: meedia, W&V, campaigngermany.de.
Related reading
Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
