How To Identify Ad Fatigue?
Advertisements are everywhere today. Consumers today find an ad at every turn – when they wake up and look at their smartphone, as they listen to the radio or see a billboard on their way to work, walk through a store during their break, watch TV in the evening, advertisements even pop up as they grab something to eat from their smart refrigerators! There’s no way to escape advertisements in our modern world.
In total, it’s estimated the average person today sees 6,000 to 10,000 ads each day.
How do you stand out from among this noise? What does effective marketing look like in a world of competing offers? This phenomenon of overexposure is called ad fatigue. In this article, we’ll cover how you can identify if your audience is suffering from ad fatigue.
The World Has Ad Fatigue
On a broader scale, you could say all consumers are suffering from ad fatigue. As we’ve already covered, ads are everywhere. It’s easy to become numb as a consumer. Still, some ads work. Why?
Some ads are working because a company has adapted to become more personal, custom, and casual. We’ll cover this and more on how you can overcome ad fatigue in part two of this series. But first, how can you identify whether you’ve inflicted your audience with ad fatigue?
Review Your Metrics
The simplest way to diagnose audience ad fatigue is to review your metrics. First, know your baseline: How do your campaigns typically perform? The next three signs depend on you seeing a change in the following numbers over time.
One: Decreasing Click-Through Rate
As you monitor your metrics, ask: Is your Click-Through Rate (or CTR) decreasing? This is one of the most valuable pieces of your marketing metrics to identify when it comes to ad fatigue. Your CTR communicates whether or not your advertisement was persuasive, attractive, or compelling enough for your audience to click on and consider.
If your CTR is good for a time and then begins to drop, your ads simply aren’t hooking your audience like they used to.
Two: Dwindling Engagement
Next, view your engagement for both your paid and organic ads. Engagement shows you how much people are “tuned in” when they see your name on a post. Do they hit like or leave a comment? When this metric begins to dwindle, your audience may be developing ad fatigue.
If you see your engagement is down, it means your posts are no longer engaging enough for consumers to make an effort to interact. They are simply scrolling right past.
Three: Impressions Dropping
Finally, how are your impressions? Engagement and impressions often go together. The less a consumer engages with your ad or account, the less they will be shown your content. If your impressions are down, less people are seeing your content which translates to even lower campaign conversion.
Like any problem, however, the first step to solving is identification. It’s better to know now that you’ve given your audience ad fatigue than it is to spend more time making the same mistakes. Now, you’re ready to make a change and find a solution.
How Can You Fix Ad Fatigue?
These three signs can be summarized in one question: Is your audience bored of you? If you’re dishing out the same marketing collateral, the same 10% off sales, the same social media updates, you will fade into the white noise. Consumers today are hungry for something unique to stand out from the blur of advertising and offers.
Next, we’ll show you how to improve your marketing to cure your audience’s ad fatigue. Stay tuned!
