Ad Fatigue (How to Cut Through the Noise)
My fiance and I often play a silly little game when watching pre-recorded shows on our DVR. We try to fast forward through the commercials as fast as possible and push the play button right before the show returns. There are four different speeds: 1x, 2x, 3x, and lighting speed—the hyperdrive of DVR controls. In truth, I love commercials and ads in general. I see them as opportunities to improve my own work and stay on top of trends, but everyone has their breaking point when it comes to ad exposure. Advertisements have infiltrated almost every aspect of our lives and ad fatigue is a real issue marketers must be conscious of. Sometimes you just want to watch your darn show or read your article without interruption, and it can be even more frustrating when you see the same ads time and time again. Luckily, there are a few ways you can cut through the noise and help your ads get the attention they deserve.
Concentrate on what makes you unique
To ensure your audience doesn’t turn a blind eye to your ads, you should be conscious of what makes your business stand apart from your competition. By researching what other brands are doing, you can be aware of what makes your company unique and how to use those qualities to your advantage. After all, it’s difficult to hear anything if everyone is yelling the same thing in a crowded room. By saying something different, you would be removing yourself from the usual cacophony and offering something thoughtful and refreshing.
Mix things up a bit
One reason why audiences often overlook a particular ad is because they see it multiple times a day or have been exposed to other advertisements that look similar. If you pass by the same billboard every day on the way home from work, you’re more likely to mentally block it out. Although, you’ll have better luck catching your audience’s attention by modifying the copy, colors, and design elements of your ads (while still adhering to your brand’s visual identity).
Rotate your ads indefinitely
In AdWords, you are given the option to rotate your social or display ads indefinitely, which gives each ad the same amount of exposure time, or to favor the ads that receive the most clicks. The latter may seem like the logical option, but it will end up drowning your audience with the same ads over and over. If you feel like your results are growing stale, try rotating your ads evenly.At Versa Creative, a Houston advertising agency, we make sure your ads get the attention they deserve through strategic and captivating content. To learn more about our services, check out our new website or follow us on Facebook, Twitter, Instagram, Linkedin, or Google Plus.
Copywriter & Branding Specialist