The Marketing Architects
When Does Ad Fatigue Actually Matter?
Dec 3, 2024
Discover why 36% of brands worry about ad frequency and the surprising truth behind ad fatigue. Learn how positive ads can wear out faster than negative ones and why video ads generally create less fatigue. The conversation dives into the challenges of managing ad frequency, especially in Connected TV, and distinguishes between creative wear-out and genuine ad fatigue. Plus, enjoy a fun discussion on the power of jingles—an exploration of favorites and annoyances that shape brand identity.
22:05
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Quick takeaways
- Frequency management is crucial for brands since 81% of consumers unsubscribe after receiving too many messages, highlighting the importance of balance.
- Connected TV advertising exacerbates ad fatigue due to high exposure across fragmented platforms, necessitating better frequency management strategies for marketers.
Deep dives
Understanding Ad Fatigue
Ad fatigue occurs when an audience becomes desensitized to an ad campaign due to excessive exposure. Research indicates that 36% of U.S. brands consider frequency management a primary concern, highlighting a need for balance between brand recall and customer annoyance. Overly frequent contact across various channels, including email and digital ads, leads to increased unsubscribes and negative consumer sentiments. The challenge for marketers lies in finding a sweet spot where their ads remain memorable without crossing into the territory of overexposure.
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