Ad fatigue

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In marketing, ad fatigue is the declining effectiveness of similar advertising to consumers due to fatigue leading to poor engagement. [1] [2] This wear out may vary between different advertisements due to factors such as the context, portrayal, and audience. [3]

Factors such as the repetition and consistency of targeted ads shown to an individual can also influence when ad fatigue sets in. [4]

Ad fatigue can be delayed through repetition variation.

Consumers are countering ad fatigue through ad blocking. [5]

References

  1. ↑ Sattler, Marcel (Sep 30, 2022). "Council Post: How E-Commerce Businesses Can Bounce Back From Ad Fatigue". Forbes. Retrieved 25 July 2024.
  2. ↑ Licano, Leslie (7 December 2023). "Every Penny Counts: How Your Marketing Can Avoid Ad Fatigue". www.adweek.com. Retrieved 25 July 2024.
  3. ↑ Sussman, Kristen L.; Bright, Laura F.; Wilcox, Gary B. (8 December 2021). "More Is (Not Always) Better: A Multi-Year Analysis of Advertising Effects on Ad Recall". Journal of Marketing Development and Competitiveness. 15 (4): 4. doi:10.33423/jmdc.v15i4.4772.
  4. ↑ Moriwaki, Daisuke; Fujita, Komei; Yasui, Shota; Hoshino, Takahiro (2019). "Fatigue-Aware Ad Creative Selection". arXiv: 1908.08936 [cs.CY].
  5. ↑ Harding, Scharon (22 July 2024). "Imperfect Linux-powered DIY smart TV is the embodiment of ad fatigue". Ars Technica. Retrieved 25 July 2024.


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