How To Address Ad Fatigue

“Ad Fatigue”, How to Identify and Overcome It?

Advertising and marketing have always been about staying ahead of trends and churning out ads and sales strategies that generate profits. This profession is at the cutting edge of innovation, always trying new ways to entice people to buy products and services before they start growing tired of seeing the same ad concepts, which is commonly described as ad fatigue.

Naturally, the advertising industry once again finds itself at a cusp where it must innovate to survive. Ad fatigue is at an all-time high, with 77.4%of consumers saying they are receiving too many retargeted ads. Overcoming this dilemma is the foremost priority of every marketing executive, and it should be yours, too!

With the rise of ad blockers and skipped ads, it is time for the industry to evolve again. Here is how you could go about it.

What’s Causing Ad Fatigue In Your Digital Marketing Campaigns?

Not too long ago, digital marketing was the buzzword on everyone’s tongues. During the Covid-19 lockdowns, e-Commerce took off like never before. This subsequently led to the rise and dominance of digital marketing strategies aimed at retaining customers’ interest at any cost.

Some pundits quickly assumed this was the final stage of advertising and that everyone should be fully invested in it. However, industry veterans knew better. They knew it was only a matter of time before advertising agencies had to rewrite the game once again.

And now we are here, where apps like ad blockers and skipped ads allow people to opt out of seeing digital ads. All the money invested into producing these ads and placing them on online banner space essentially goes to waste if the customer doesn’t react in a positive way to it. Nor does it help that the market is saturated; research indicates that the average person is exposed to roughly 3000 marketing messages daily, contributing to this all-too-common phenomenon of ad fatigue.

Nowadays, it’s essential for marketers to shift gears in their strategy and prioritize quality to stand out from the crowd. Otherwise, it is very easy to get lost among those 3000 marketing messages.

The fact is that digital marketing is still highly relevant to business success. You have to be able to identify and counteract ad fatigue and banner blindness – which happens when you see the same banner so many times that you don’t even process it anymore the next time it comes up.

How Is Ad Fatigue Measured And Identified?

Digital marketing places advanced and detailed metrics at your disposal. These can help you understand how your audience is engaging with your ads. The right data lets you identify when consumers might develop ad fatigue and banner blindness for your existing ads.

Watch out for these measures of ad fatigue; if you see them in your content, it’s time to refresh your marketing tactics.

Lower CTRs

CTR, i.e., Click-Through Rate, is a vital metric available to marketing experts. It shows the number of people engaging with your ads and clicking on them to go to the firm’s website. Consequently, it is the most surefire way of knowing whether your ad is engaging enough for viewers to interact with them or if it is suffering from banner blindness.

If you are advertising a special discount, a high CTR indicates the campaign’s effectiveness and your ability to convince viewers it is a worthwhile deal. On the other hand, a falling CTR rate means customers are getting bored of the existing advertising approach and that you need to adopt a drastically different methodology.

Less Engagement

Another key metric you should set your sights on is social media engagement. If your customers regularly and enthusiastically engage your brand on social media platforms, you are still generating buzz, and people are interested in your offering. This comes in the form of comments, likes, and shares – indicating your brand is a part of conversations and discussions.

Simultaneously, you should be vigilant of the signs indicating falling user engagement.

On the one hand, this could mean fewer comments, likes, and shares, indicating boredom, which you can quickly rectify by adopting a new advertising scheme. Your viewers are simply watching your content and do not find it interesting enough to take out the time to share their thoughts on it.

On the other hand, if you realize your follower count is falling, you need to immediately do something drastic before the lack of engagement becomes catatonic.

Lower Impressions

Social media presents content to viewers that the platform’s algorithms think they will find interesting.

Even your paid ads will only be shown to viewers who appear to have an interest in what product or service you are selling.

So if your social media ads are not engaging and viewers find them boring, you will automatically generate fewer impressions.

This is because the fewer people engage with your paid ad, the fewer people will be exposed to your ad. If a person sees your banner but scrolls past it, the algorithm might think they are not interested in your brand and stop advertising your banners to them altogether. Therefore, if you discover that you are generating fewer impressions than before, it is time to redesign your marketing approach.

How Can You Overcome Ad Fatigue?

If you are convinced your brand is suffering from ad fatigue, don’t despair! Lucky for you, there are several proven techniques for overcoming this affliction and rescuing your brand from it. Consider some of the following suggestions:

Reduce Your Ads Frequency Or Replace Them

One of the most common causes of ad fatigue is your ad frequency.

What does that mean?

It’s okay if your audience sees your ad twice or thrice. But if they see the same ad six times or more, that means you are throwing away money at someone who has either not interested in your ad or has grown bored of it. Seeing the same advertisement repeatedly can be annoying and aggravate viewers against the brand doing it.

Fortunately, most social media platforms let you decide the average frequency you want viewers to see your ad. We recommend adjusting those figures to a reasonable number, so you do not alienate customers by overwhelming them with the same ad. And if you’re pursuing an aggressive targeting and retargeting strategy, make sure you use a variety of creatives!

Target New Potential Customers

Sometimes, you do not have the time or the budget to revamp your marketing strategy. In that case, instead of constantly showing the same ad to the same people, why not offer the same ad to different new audiences?

That way, you will not bore existing viewers with redundant content and will be able to maximize the marketing potential of existing ads.

With just a few slight adjustments, you can get online platforms to target your ads to new audiences in new demographics or the existing demographics that are currently interested in your brand. You could even use data about people who have visited your website or searched for a product/service similar to yours and target ads to them. At the same time, consider excluding past users for the time being until you have an innovative marketing strategy ready.

Create Exciting New Ads

Of course, sometimes the solution to ad fatigue is as simple as it sounds – create engaging new content to keep viewers engaged.

You can present new ads and ad copies that follow your current marketing strategy but are at least not repetitive.

Or overhaul and adopt new marketing approaches. Instead of the same old banner ads, you could advertise testimonials, new product launches, or the manufacturing process of your product. This way, you can keep your content interesting without making major changes to your marketing approach and brand identity.

Execute A Creative Overhaul

When all else fails, completely revamping your marketing strategy might be the only option for defeating ad fatigue. This could mean adopting a new color scheme or pattern on your posters and a shift in your tone online. Check out color psychology to see what kind of emotions you want to elicit from viewers, so you keep your social media content interesting.

Alternatively, you can change formats, adopting videography instead of photography or altering the layout of your posters. These changes can take time to develop, but they can quickly imbue a perceived “boring” brand with new life and make it enjoyable again. As a part of this overhaul to your brand’s aesthetic, you can also get political, supporting environmental causes or anything else that you think complements the brand’s identity. This can be a risky, albeit rewarding, way to generate consumer interest.

Wrapping Up

Digital ads are going nowhere. They remain an essential source of revenue and interest for brands. What matters is your ability to stay relevant and interesting in rapidly evolving digital spaces and platforms. With the suggestions mentioned above, you will be more than ready to achieve our advertising goals and keep audiences engaged with what you have to offer!

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Camilla B. <br><span>Digital Marketing Specialist </span>

Camilla B.
Digital Marketing Specialist

Camilla works hard to ensure that the Marketing strategies and executions are on point and data-driven, not only for our clients but internally at Profitable Media as well. She’s been coming up with innovative ways to reach and engage audiences for over 8 years.

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Vlad P. Marketing Specialist at Profitable Media, LLC

Vlad Popirda

MARKETING SPECIALIST

If you’ve been swayed, convinced, or otherwise persuaded by the writing on our page or in some of our emails, chances are Vlad was the man behind it.

Be it Social Media Management, Marketing Strategy, PPC Ads, or Copywriting, you can rely on him to get the job done.

With a Bachelor’s in Marketing and a Master’s in Advertising, his life’s work is to leave this world better than he found it, and he aims to achieve that by putting his talents in the service of the right people and helping businesses make a difference in the world.

Outside of working hours, you may find him singing Britney Spears songs at karaoke nights, or exercising his creativity in varied ways, such as playing chess, designing board games, playing guitar, or playing Dungeons & Dragons with his mates.

Alisa Villanueva Account Manager at Profitable Media, LLC

Alisa Villanueva

ACCOUNT MANAGER

Alisa is the glue that brings all the parts of our operation together. The one always keeping an eye on the bigger picture. The person that makes sure that it all works smoothly and on schedule, giving everything an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

While juggling her different tasks (Project Management, Web Design, Quality Control, Customer Service), one thing never changes: she will use her artistic sense to make a project unique and she will hear out the person she is working with, understanding their needs and wishes while integrating and tying them all together to create an outstanding final product.

When she’s not tuned in to her work, you’ll find Alisa taking ordinary things and making them beautiful. In her artistic endeavors she explores many different mediums of expression, like painting, ceramics, dance, and cooking. Among these, her dancing stands out, as she is part of a salsa dance performance team, doing gigs both locally and nationally.

Her dream is to travel and explore different cultures, which she is always doing from home by cooking and trying out various cuisines from around the world.
Short Excerpt:
Alisa is the one that makes things work smoothly and on schedule, giving everything she does an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

Zach Warshawsky Chief Operations Officer at Profitable Media, LLC

Zach Warshawsky

CHIEF OPERATING OFFICER

Zach manages the operational side of our business and coordinates all the work done by our team. He designs technical architecture and always keeps an eye towards the future, making sure his solutions are scalable. He applies his skills in all sorts of fields, such as Project and Team Management, Sales Funnels, Web Technology, Split Testing, Automation and CRM.

If there’s one trait he shares with Henry, it’s passionate problem-solving. Although he has been working for over 25 years in Sales, Marketing, Management, Team Building and Customer Service, perhaps his relevant business credentials start even earlier. At 15, he started a business selling and installing car stereo systems before he even had a driver’s license. Armed with a reseller’s permit and a passion for business, he started down the path of entrepreneurship and hasn’t looked back since.

With four amazing children and a wonderful wife in his life, his goal is set: provide the best possible life for them that he can. To that end, he works hard on helping clients scale their businesses through the use of cutting edge digital marketing tools.

His weapon of choice on this quest is not a coincidence, for his knowledge of technology is certainly top-notch. This can sometimes be a blessing and a curse however, when the Apple Genius Bar can’t solve a friend’s problem, it’s Zach’s phone that gets lit up.

To unwind, he spends time with his children, goes on weekly dates with his wife and is passionate about crafting culinary art… he unwinds and loves creating amazing home-cooked meals for his friends and family!

Henry Hamamjy Chief Executive Officer at Profitable Media, LLC

Henry Hamamjy

CHIEF EXECUTIVE OFFICER

One of the two men that started it all, Henry has a knack for judging character and managing the internal structure of our team. The go-to guy for when business owners hit a roadblock, he is well known for offering unique, scalable solutions to any issue that presents itself. 

With a background in Sales, Marketing, Management, People Development and Leadership, he puts it all to good use in the service of his clients and fellow team members, helping them better themselves. 

He’s a born problem-solver, breaking any seemingly impossible task into achievable actionable items.  He has successfully helped dozens of businesses expand to the 7-8 figure level, by designing and implementing extensible, supportive and responsive infrastructure that his clients could then leverage to their fullest advantage. 

At work, he loves helping our customers make their dreams a reality, taking businesses to the next step of success, guiding them all the while. Outside of work, he enjoys a good meal with friends and a nice Napa Valley Cabernet Sauvignon. He also likes travelling with his family and exploring different cultures and finding out more about our world. Having dreamt of becoming a soccer player when he grew up, he has since traded that sport for another, namely golf, which he partakes in whenever he gets the chance.

Little known fact, he won the Atomic Spicy Food Competition when most of the people quit after just a couple of bites. Scientists have yet to come up with an explanation.