MarTech Podcast ™ // Marketing + Technology = Business Growth

Why Advertising Wear-Out Is A Myth -- Jon Evans // System1

Aug 25, 2023

Jon Evans, Chief Customer Officer at System 1, debunks the myth of advertising wear-out, explaining how successful ads can save costs and continue to engage audiences. The podcast explores wear-out studies on audio-visual ads, the importance of emotional response in advertising, and the potential negative effects of oversaturating the market.

14:21

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Episode guests

Jon Evans

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Quick takeaways

Well-executed ads actually get better over time and do not wear out.

High-frequency ads do not result in wearout, as long as they maintain quality.

Deep dives

Advertising wearout is a myth

John Evans, Chief Customer Officer at System 1, debunks the belief that ads wear out over time. Through their star rating system, which measures the emotional impact of ads, they found that familiar and well-executed ads actually get better over time. Their research showed no evidence of wearout, even for ads that had been running for up to three years. While bad ads may wear out quickly, good ads continue to resonate with audiences.

Introduction

6min

Results of a Wear Out Study on Audio-Visual Advertising

4min

Exploring the Myth of Advertising Wear-Out and Frequency Capping

4min

The Impact of Emotional Response and the Importance of Existing Creative in Advertising

5min

Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. Producing advertising creative can be a costly endeavor, and often brands create a large volume of expensive content in an effort to see what resonates with their audience. However, when an ad is successful and resonates with the audience, it can be used for a longer period of time to save costs and continue to drive engagement. Today, Jon discusses why advertising wear-out is actually a myth. Show Notes

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