Ad repetition can alienate consumers, how can we fix it?
There comes a point where ad repetition becomes redundant and seeing the same ad too many times can compromise a consumer’s viewing experience and brand association, writes Ernest Lo, programmatic operations lead at Pure.amplify.
Ad repetition is traditionally a tactic that helps keep a brand top of mind and leaves a lasting impression on a consumer.
It can help consumers remember messaging and enhance recall at the point of purchase.
In moderation, ad repetition has a positive effect on product familiarity; with the popular marketing “rule of seven” dictating that a potential customer needs to be exposed to the brand message seven times before taking action (or purchasing) a product.
However, there comes a point where ad repetition becomes redundant and seeing the same ad too many times can compromise a consumer’s viewing experience and brand association.
An ad that comes to mind is the Google one. Talk about being flogged!
Not sure if it was an ad, but hard to beat the Canadian airline asking boarders what they’d like for Christmas. When they arrived at destination, all their presents there for them, who could forget that one? Maybe it was the time of year but brought lump to my throat.
surely ad agencies are well aware of this and dont really need to be advised of such. its the media buyers that need to take most note but as their commission is based on media spend dont think the viewers will get much grace especially when a brand sponsers a programme a (not so) commercial viewer because of this inane saturation