We all know what fatigue is and many of experience it often but what in the world is advertising fatigue? Think about it like this. You know that new song that you love and can’t get enough? Yea that one. Then, your favorite radio station plays it over and over and over and over. You get the idea. Now, it’s become your least favorite song. You’re sick of hearing it. This is what ad fatigue is except that it’s for advertisements that we’ve seen one too many freakin’ times! What’s the first thing we do when that once favorite, now annoying song comes on the radio? We change the channel. Same thing applies here for ads or your audience will become “blind” to them. As an advertiser how do you know if your ad is causing ad fatigue? Here are a couple of signs.
1. Drops in CTR
2. Increasing ad frequency
3. Increasing cost per click
4. Decrease click through rate
Once you see these factors come into play it’s not too late to fix it. These are early warning signs and can be fixed before the problem becomes a real problem. Here are some ways to decrease ad fatigue for your audience once it’s identified.
1. Use new images or colors to freshen things up.
2. Exclude audiences that have already engaged
3. Decrease frequency
4. Use multiple ad sets and put them into rotation. A good example would be the Oreo campaign we sourced content for. 2 were long and they created shorter version of them. They rotated them out often.
Don’t be a brand whose audience suffers from ad fatigue. It’s not fun for either party. Keep your ads fresh and dynamic to ensure excitement from your consumers. This list is just a few ways that your brand can dodge ad fatigue so make sure to dive in deeper to understanding how to combat it.
