What is Ad Fatigue?

Advertisements are one of the many tools that businesses use to promote their goods and/or services. Ads are highly effective for a business to get their message across to consumers using various platforms whether it is a traditional platform (Television ads, newspaper ads, radio ads) or a digital (search or social media ads) approach. With the number of competitors constantly fighting for the consumer’s attention, some businesses will repeat advertisements at a highly repetitive rate in the hopes that they will gain sales. However, this can cause more harm than good for the company, as consumers can experience ad fatigue and develop negative emotions towards the brand.

What is Ad Fatigue?

Ad fatigue occurs when consumers are exposed to an advertisement so frequently that they become immune to it. As a result, the ad performance begins to drop.

Why Do Some Businesses Keep Doing it?

As a marketer, one of the things you are taught is that repetition is key to keeping consumers aware and remembering your brand. However, repetition in terms of marketing can be misunderstood because it does not mean repeating an advertisement over and over.

Instead, repetition means promoting and advertising a business offering through constant content which has the same message but in a fresh and new way to establish a strong brand name. This means making ads that you will only use for a shorter period before using a new one.

Ad fatigue can also happen in a business when the marketing team does not have experience in understanding consumer behavior and perceptions. Marketers lacking experience will be quick to make one advertisement, promote it, and pay large amounts for it to repeat when it is losing them money.

Effect of Ad Fatigue

Ad fatigue is something that all businesses should never let happen to consumers. In fact, ad fatigue can cause harm to the brand and in effect, cause its market share to drop. Ad fatigue can affect your brand in the following ways:

• Consumers become bored or irritated every time they see an ad. Because they become so accustomed to it they will stop paying attention and skip over it.
• Consumers will develop negative behavior towards the brand and your target audience will be driven to competitors.
• The business will experience lower click-through rates on digital platforms. Therefore, they have less traffic going to their website or business page, and fewer customers want to learn more or complete a call to action.
• Consumers will engage less with the brand on the digital platforms. Engagement is important to building a community among the consumers.
• Overall, the ROI on your ad campaign will be low as the campaign loses its effectiveness after a long period of repeated advertisements.

Can You Cure Ad Fatigue?

While combatting ad fatigue and preventing it is usually better than the cure, there is still the chance to save your brand and cure ad fatigue. If you are identifying consumers who are experiencing signs of ad fatigue, try the following:

Make A New Ad

The first and probably the most obvious thing to do is make a new ad set. Instead of having the same old advertisements played all the time, introduce new ads that will create variety in the marketing material for the consumers to absorb. Having different styles or types of advertisements can still deliver the same message, but can also help reach a wider audience with the different ones.

Change Ad Frequency

Spread out the frequency of the advertisements that are promoting your brand. This will reduce the chances of consumers suffering from ad fatigue, as it is not frequent enough for them to be accustomed to it.

Track your Advertising Campaigns

There is digital marketing software and tools available for your business to monitor the effects of ads more specifically. These tools can help you identify the interaction and engagement of consumers. Then, adjust the advert and/or campaign accordingly.

Think Outside of the Box

One way to get a consumer’s attention back is by using ad creatives or ad copy that interests them. Use brainstorming to generate ideas within your marketing team to create an approach to advertising that has never been used before.

Additional Information: Create effective responsive display ads

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