One of the elements that made consumers remember ads a few decades ago – and which also explains why we are still able to remember ads from the 90s – was the fact that the content supply was limited. You watched those few existing television networks and you were condemned to listen to and see the commercials they broadcast.They did not compete with many elements in the conquest of the memory of the consumers and they had the extra that the viewing was going to be repetitive. The repetition made his claims remain in the memory of the viewer. Hello, I’m Edu! Merry Christmas! or the surprised exclamation that Curro is going to the Caribbean were seen by consumers over and over again in the advertising breaks of the television networks.
This experience shows that repetition plays an important role in making ads stick in memory. However, marketers can’t just use that reality for reference. They must Egypt Email List also take into account the change in the volume of content that consumers receive and the very nature of repetition.That is, if the message is repeated excessively, the effect will not be positive, but it must also be borne in mind that consumers now have much more basic commercial and advertising noise than they did in the 1990s. There are more platforms, more information sources and much more general noise vying for your attention.In fact, a study has just made it clear that consumers feel a certain fatigue with those brands that repeat the same messages over and over again.
The effects they have on your brand perception and your connection with the consumer are negative.45% fed up with the repetition of creativesThus, and as a study by LoopMe has shown , 45% of consumers recognize that brands manage to ‘scare them away’ when they repeat the same creatives or advertisements repeatedly, especially among the most intrusive formats and media such as online videos, where many of these ads tend to be repeated too often ending up irritating the user.An excessive frequency burns the message and burns the image of the brand. The exhaustion of seeing the same brand message over and over again is such that, right now, it outpaces other factors that cause consumers to reject ads and their brands.Brands have a negative effect on 22% of consumers by showing them ads for products they don’t need and in 19% by showing them ads for products that have privately mentioned other people (there is that theory that smartphones spy on us ).
Even the boredom of seeing the same ads over and over again outweighs the annoyance of seeing ads for products you’ve already purchased (7%).Therefore, and in conclusion, brands should examine their conscience about their advertising strategy and the type of messages they are sending to consumers. No matter how good the ad is, boring the consumer with it is never a good idea. Repetition may seem like a quick and safe path to memory, but it cannot be done by crossing the lines of what is comfortable.As important as choosing a suitable creativity is, therefore, choosing a correct frequency to serve that data.