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Do you ever feel like you’ve seen the same ad a hundred times?
We have all experienced it—seeing an ad and immediately putting down our phone, changing the channel or closing the pop-up as quickly as possible on our browser. After investing time and money to create ads, ad fatigue—or when your audience becomes apathetic to the brand and message—can make even the best campaigns fall flat.
Let’s talk about what causes ad fatigue, how to know if your brand is experiencing it and what you can do to resolve the situation.
What causes ad fatigue?
Old creative
If you haven’t refreshed your creative in a while, your audience might be scrolling past it without a thought. To them, it’s old news and they’ve seen it before. Best practices say brands should refresh its creative every quarter. Don’t forget, your customer might be seeing your message on multiple platforms, so it might be best to switch it up even more often.
Frequent messaging
You might think that being aggressive with your ad frequency is a sure way to capture your target’s attention. The thing is, as a customer, it starts to feel like the brand is stalking you. Then, it just gets tiresome and could even negatively impact the customer’s opinion of your brand.
Hard sell
Connecting with customers authentically means caring about what they need. If a brand’s ads are constantly pushing the hard sell, never addressing the customer paint point and showing how the product or service solves the problem, consumers will likely lose interest. Overtly selling is okay sometimes and in certain stages of the customer journey, but if every ad is a hard sell, the target will start to tune you out.
The content-ad ratio
There might be an oversaturation of advertising in general, in which case customers might just start scrolling or flipping the page with wild abandon, seeking out any content that isn’t an ad. It’s important to pay attention to the content-to-advertising ratio of any platform or medium where you choose to invest marketing spend.
The telltale signs
