When Does Ad Fatigue Actually Matter?

36% of US brands and agencies cite frequency management as a top concern this year. And 81% of consumers unsubscribe when brands send too many messages. So when should you worry about showing your ads too many times?

Elena, Angela, and Rob explore what truly causes ad fatigue, why it's different from creative wear-out, and how to prevent both. Plus, hear surprising research on why positive ads wear out faster than negative ones and why video ads tend to cause less fatigue than static ads. 

Topics covered: 

• [01:00] Key stats on marketing fatigue across channels
• [03:00] The role of negative vs positive emotions in ad wear-out
• [06:00] What makes CTV a major offender for overly high frequency
• [09:00] The difference between creative wear-out and ad fatigue
• [14:00] Why the "first frequency" drives the most response
• [19:00] Favorite and most annoying ad jingles of all time 

 





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Resources: 
2024 eMarketer Article: https://www.emarketer.com/content/5-key-stats-marketing-fatigue-ctv-email
 

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