From the moment you go online till the end of the day, advertisements are constantly thrown on your face on your phone, laptop, CTV (Connected TV), traditional TV, and even voice assistants. Seriously, how many ads did you have to click through to read this story? It’s a daily bombardment, an unending stream of marketing messages competing for attention across digital platforms, billboards, and social media feeds. The sheer volume of ads, especially in digital formats, has transformed marketing into an incessant cacophony that might feel more like noise than communication. “Dull, boring, unimaginative, and repetitive ads are counterproductive. They not only lead to ad fatigue but also detract from the brand promise and potential. Hence, an overkill in terms of ad frequency, especially on broadcast media, needs to be avoided.” Sanjay Trehan, digital and new media advisor, told BrandWagon Online.
Consider the reality: According to industry estimates, an average consumer is exposed to around 6,000 to 10,000 ads daily, up from approximately 1,600 just a decade prior. It’s no wonder consumers are feeling overwhelmed. However, research shows that not all types of advertisements contribute to the feeling of overwhelming fatigue. “Obtrusive ads like pop-ups, auto-playing videos, and interstitials (ads that interrupt the flow of content) are often cited as irritating,” Raviteja Dodda, CEO and co-founder, MoEngage, said. From what is understood, repetitive ad campaigns lead to diminishing returns, where the same message can lose its impact faster than ever. When ads become background noise, consumers disengage, leading to lower click-through rates (CTR) and conversion rates, a trend that should send shivers down the spine of any marketer. “Due to ad fatigue, we have seen a 30% reduction in engagement, so we have diversified into offline space and explored additional platforms to boost our outreach efforts,” Megha Pavan, director and CEO, Tru Millets, added.
Ad fatigue is not just a theoretical construct; it has real implications for brands. 64% of people find ads annoying, with another 54% saying that ads provide a disruption to what they are doing, according to a report by HubSpot. “A typical average CTR can drop from 0.35% to 0.5% to 0.2% or lower when ad fatigue sets in. Furthermore, D2C average conversion rates hover around 2.5%; brands can see drops to 1.5% or lower due to ad fatigue,” Meher Patel, founder, Hector AI, cited. This can have severe implications, such as the consumers becoming increasingly discerning and frustrated by the poorly targeted ads, leading to the consumers developing negative associations with the brand.
The metrics involved
“Carpet-bombing may satisfy the client, but falling CTR is a cause for concern,” Trehan noted. Brands measure advertising effectiveness through various metrics, which can be broadly categorised into reach, engagement, conversion, brand recall, and customer satisfaction. Reach and frequency help determine how many consumers saw the ad and how often, with excessive frequency often leading to ad fatigue. Engagement metrics like click-through rates (CTR), likes, shares, and comments gauge interaction, while conversion metrics such as conversion rate, cost per conversion, and return on ad spend (ROAS) highlighted how many consumers took a desired action. “Brand awareness and recall assess how well consumers remember the ad and whether it positively impacts their perception of the brand. Additionally, customer satisfaction scores like NPS and CSAT provide insights into consumer perceptions post-ad interaction,” Dodda added. Fatigue is identified by a decline in engagement or conversions over time, indicating the need for fresh creative strategies. Effectively measuring ad success requires balancing audience reach and business objectives like conversions and brand awareness while avoiding overwhelming the consumer and mitigating fatigue. “While the traditional ‘rule of seven’ suggests consumers need multiple exposures to an ad before taking action, today’s lower attention spans and high ad saturation have been believed to have shortened to five exposures,” Deepti Gujar Kulkarni, founder and CEO, Kass, commented.
“When ad fatigue sets in, it’s common to see a 30% increase in cost per acquisition (CPA), which can significantly hurt campaign ROI. While return on ad spend (ROAS) benchmarks are typically set at four or higher, failing to address fatigue can see this drop to as low as two,” Patel highlighted. It is believed a frequency of five to seven impressions per user is generally acceptable, but once it exceeds 10, ad fatigue often kicks in, leading to disengagement and diminishing returns.
To combat fatigue
Combating ad fatigue is no child’s play. Experts opine that as much energy is required to run ads, the same amount of energy is required to ensure that consumers are not tired of it. One of the most crucial tactics involves creative refreshes. By regularly updating ad content and visuals, brands can maintain consumer interest and engagement. A well-timed campaign that reflects current trends or seasonal themes can reinvigorate a brand’s image and create a sense of novelty that cuts through the clutter. “We refresh our Meta-winning creatives purely on their performance. Retention and Google ads are updated every four to six weeks. But it may also vary depending on the audience and product lifecycle. We also incorporate A/B testing and dynamic creative elements to ensure ongoing relevance,” Kulkarni highlighted. The refresh frequency can vary based on factors like seasonality and product type, allowing it to stay nimble and adaptive to changes in consumer behaviour.
Improved targeting is another strategy gaining traction. With the wealth of data available today, brands can create highly targeted campaigns that resonate with specific audience segments. “Retargeting ads tailored to different stages of the customer journey helps ensure the right message reaches users at the perfect moment. Dynamic ads are particularly effective in e-commerce, adjusting in real-time based on user preferences and past interactions with the brand, creating a personalised and relevant ad experience that boosts engagement and conversions,” Viraj Kapur, co-founder, Salt Oral Care, opined. By leveraging data analytics, brands can ensure that their advertisements are reaching the right people at the right time with the right message, effectively mitigating the chances of frustrating consumers with irrelevant ads.
The role of artificial intelligence (AI) and data analytics in optimising ad performance cannot be overstated. “By using advanced tools to track user behaviour and engagement patterns, we can optimise our ad placements, messaging, and timing for better impact. This has allowed us to react more quickly to signs of ad fatigue and adjust campaigns accordingly,” Deep Bajaj, co-founder, Sirona, added. For instance, predictive analytics enable us to identify audiences most likely to convert, allowing for more efficient budget allocation.
For Kapur, AI-driven creative optimisation uses real-time performance data to suggest when to rotate creatives or adjust elements for better results. Additionally, AI-powered audience insights help detect emerging trends and shifts in user behaviour, allowing to fine-tune targeting and messaging to stay aligned with audience preferences and maximise campaign effectiveness, he added.
Emerging trends
Moreover, emerging trends in advertising are beginning to shift the landscape, offering new avenues to mitigate ad fatigue. Personalised marketing is gaining traction, allowing brands to create tailored experiences that resonate on an individual level. “We’re noticing that consumers increasingly prefer personalised, value-driven ads. There is a shift toward ad experiences that provide genuine insights or solutions rather than mere promotion, and as a result, generic ads tend to experience quicker fatigue,” Bajaj highlighted. This approach, reportedly, fosters a sense of connection and relevance, moving away from the one-size-fits-all strategy that often leads to consumer disengagement. “Campaigns incorporating interactive elements or personalised targeting enjoy close to 200% engagement, underscoring the importance of evolving ad strategies to combat fatigue,” Patel added.
“Highly polished ads are losing their appeal, while behind-the-scenes content, user-generated content, and testimonials are gaining traction. We’ve also noticed that audiences respond better to shorter, punchier ads that are to the point and talk about what and how they are going to benefit from the ads,” Kulkarni added. By incorporating human elements like humour, sometimes professionalism, and the other times reflecting authority into our creatives, we’ve been able to maintain loyalty and strengthen our connection with the audience. This approach helps us cater to the emotional needs of our consumers and keep them engaged over time, she added.
Furthermore, authenticity and value-driven marketing, reportedly, are some of the key trends that cannot be ignored. Today’s consumers crave genuine connections with brands that reflect their values and principles. 63% of consumers prefer to purchase from brands that align with their personal values, a report by Accenture stated. “We’ve observed that continuously delivering repetitive messages without refreshing can lead to disengagement and eventually impact retention rates,” Bajaj added. This shift necessitates a reevaluation of advertising strategies. Brands that prioritise transparency, sustainability, and social responsibility are more likely to resonate with modern consumers, reducing the chances of ad fatigue.
The road ahead
“While ads serve as a sales tool, the most effective ones are those that inform, entertain, and communicate with the audience, rather than trying to outsmart them. Any attempt to deceive consumers is not only ineffective but harmful to the brand,” Trehan added. Brands must understand that ads should consistently reflect and resonate with their core values. Overloading consumers with excessive frequency or pushy messaging can backfire, leaving them disengaged. However, as the industry navigates through these strategies, it is essential to remain critical of the pitfalls. While AI and data analytics offer unprecedented opportunities for optimisation, they also raise ethical concerns about privacy and consumer trust.
You might have successfully braved a gazillion ads to read till here since the start of your day. As the battle against ad fatigue continues, brands must adapt to the evolving strategies. The statistics are stark, indicating that declining engagement metrics and rising consumer frustration signal that the traditional advertising playbook is no longer sufficient. In the end, it’s not just about selling a product; it’s about building a brand that resonates, inspires, and ultimately stands the test of time. “The golden rule is simple: always side with the consumer. When consumers win, the brand wins too,” Trehan highlighted.