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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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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.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode