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Ad fatigue may be turning off consumers from buying products and brands

by | Oct 11, 2024

Ad fatigue negatively impacts viewers’ purchasing decisions, with 61% of participants to a survey saying they are less likely to want to buy products or use services from the company that shows the same ad back to back, and 49% said in the past they had decided not to purchase a product from a brand when they see repetitive ads too often, reports MediaDailyNews.

Adults under 55, men, parents of children under 18 and adults with children in the household are significantly more likely than their respective counterparts to agree.

“Not only are consumers getting fatigued, but the investment could also be detrimental to what you’re trying to accomplish,” said AD-ID CEO Nada Bradbury. “I’m spending all this money to bring consumers to my product, but because someone isn’t controlling frequency like they should be, I may be turning people off from my product, brand or entire category.”

The American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA) are the industry bodies that developed and support AD-ID.

More here.

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