Every day we are inundated with an advertisement, from our streets to computers and mobile devices, and it is normal to get fatigued by ads. From the big ugly billboard, you see every day as you head to work to the annoying car sale ad that keeps popping up on your phone as you read the news. Ads can become tiring, and that is advertising companies work to prevent this.
What Is Ad Fatigue?Ad fatigue is what happens when an ad no longer generates the interest it had when it was first released. The audience becomes too familiar with your ads, find them boring of them, and no longer pay attention to them. Due to Ad Fatigue, your ad campaigns begin to get less and less effective over time, hurting your ROI.Ad Fatigue happens to every marketer, and when it happens, they should be able to identify it and accept that they are exhausting their audience and turning them off. Thankfully, there are simple and easy things to do to ensure you stop turning off your audience.
What to do to stop ad fatigue
1) Get your basics right
Make sure to try and identify first the types of customers you are targeting.Your products and services are for a target audience that can be defined. It is essential to identify who these people are so that you can create effective marketing campaigns that speak to them directly. It is still common to find business people marketing to everybody because what they offer has “universal appeal”; unfortunately, not everyone will like what you are offering. This mentality can get in the way of creating effective marketing campaigns that talk to the right people.
Identify and clarify your business objectives.
Advertising is crucial to the survival of any business. Before placing ads, you need to get clear on your purpose, or it can get fatigued fast. Having a clear objective with your ad allows you to see the life-line of the commercial and prepare to tweak when it is nearing the end of its course. Reasons for placing ads vary. Ads could be put to encourage brand loyalty, increase company traffic, attract new customers or bring in repeat customers, and so on.
List down different offers you can place on your ad
Before placing your ad, you need to be clear on what you’ll be offering to your customers. Your product or service offering is your value proposition. You value proposition should make them click on your ad to learn more about your product. Your value proposition should be believable. For example, telling people you have the best sandwiches in town will not be enough to get them to your business’s Page, but if you are offering 15% off, they will consider.
Review your audience size and audience demographics.
If it’s too small, it can lead to ad fatigue.To effectively reach your target customer, you first need a definite marketing plan. A proper marketing plan will let you understand these specifics about your audience, so you can identify their needs better and get more bang for your advertising buck. You don’t want to advertise to people who might not be interested in what you are offering.
2. Creative & Design is well thought out
Design different ads for the different market segments and various market offers
Seeing the very same type of ad each day can get pretty annoying by anybody’s standards. People cannot get bored of advertisements quickly when they appear different. One way to fight ad fatigue in your campaigns is to regularly create multiple ad visuals that target different market segments and offers. These ads can be rotated every 3-4 days to avoid bullying your audience with the same ads.
Instead of reusing the same image/content for your ad, you might want to change the wording, the colours, the call to action and images used.
People will skip over your ads if you have colours that don’t stand out, regardless of your title, text or call to action (CTA). You may also want to consider changing wordings. Vary your headline and the main text of your ad.
Use Images & Graphics properly
If you want to keep your ads exciting and able to grab users’ attention, then you need to work on your ad images. Using the right image can earn you a click. And for this reason, is why you should carefully select an image or graphic that is simple but stands out from the crowd. You can use Instagram-like filters on the picture, but remember the image doesn’t have to be heavily edited, offensive or too strong to stand out. That would even breach the rules of the social media platform.
Identify the time frames for your ad: Up to when they should be running
One thing is sure; people don’t like to see the same advertisements over and over again in a single day. After seeing an ad for three days straight, we all get tired and even annoyed. One way to tackle this is to create many ads and set times to run them through ad scheduling. By using a scheduling technique, you can serve a different advertisement to your audience through the week. When people see an ad once per week, they won’t get tired or bored.
Decide on your Ad Frequency
Make sure the frequency of it showing is relevant to the audience size. For example, if you have a small audience size, then you might want to lessen the ad frequency. Make sure to vary the showing time-frame of the ads. Deciding on your ad frequency can also help to keep to your advertising budget.