“Ad fatigue” is on its way. How can brand owners place outdoor advertising more effectively?
“Ad fatigue” is on its way. How can brand owners place outdoor advertising more effectively?
When advertisers plan to place outdoor ads, one of the most important decisions they must make is how long the ads will last.
It’s true that advertisers want more people to see their ads, but according to Chen Chen, a data scientist at Billups, an OOH technology and hosting company in the U.S., a phenomenon called “creative fatigue” cannot be ignored. It is helpful to understand the concept of creative fatigue in order to get consumers to pay attention to an ad message rather than ignore it.
01
What is creative fatigue?
Creative fatigue, also known as ad fatigue, occurs when ads appear so often that audiences tune them out and stop paying attention. When advertisers overload the same people with low-quality ads, it can damage a brand’s reputation and drive potential customers away. In the long run, creative fatigue can lead to inefficient campaigns and a lower return on investment.
Marketers can reverse the effects of ad fatigue by updating existing creative or creating new campaigns. To overcome creative fatigue, advertisers can use various channels, such as
① Updating the color palette and images of display ads.
② adjusting the copy of text ads to the habits and preferences of the audience.
③ following a strategic schedule and therefore placing ads only at relevant times.
④ rotating ads frequently so that viewers see different ad creatives.
⑤ Monitor the campaign to prevent creative fatigue.
02
How to fight creative fatigue in outdoor advertising
It’s easy to switch some text on Google Ads, but preventing ad fatigue in OOH requires more planning and resources. In addition, the time scale and exposure of an OOH campaign is different from that of online advertising.
Finding the best placements that give brands enough exposure to build awareness and drive conversions, but not so much that audiences ignore the message or even have a negative impression of the brand, can be tricky.
In order to optimize the timing and duration of OOH placements, it is critical that advertisers understand the various unique elements that influence the timeline of an OOH campaign.
① Build the lead time of the message
When advertisers run OOH campaigns, they must consider production costs and installation time. This means advertisers and OOH companies need to anticipate when ad fatigue is likely to occur and plan ahead for updates. OOH companies can use historical data to understand the behavior of their target market (for example, to see when the effectiveness of past campaigns began to decline) and use these insights to inform advertisers’ schedules.
②Out-of-home advertising display locations
Volume, location and total market reach will affect how often the target audience sees the ad. The total number of impressions will affect how quickly ad fatigue builds. For example, if a brand owner’s ads appear in multiple locations within the area that the target audience passes through daily, developing multiple creative executions or implementing copy changes may help keep consumers engaged.
③ Creative Quality
In order to make the most of an OOH campaign, it is important to maintain a consistent brand image when revamping the campaign. Unlike online platforms where brands have more room for change, OOH must be recognizable in an instant. Define key performance indicators (KPIs) based on the advertiser’s campaign objectives and use data analysis to ensure the right balance between performance and creativity.
④Out-of-home advertising formats
The format and size of outdoor ads (e.g., traditional billboards, wall ads, street furniture, transportation) and the environment in which these ads are viewed can affect how well audiences pay attention to the message. For example, if viewers stare at an ad for a few minutes while waiting for a bus, they may be more likely to experience ad fatigue than if they look at a wall ad for only a few seconds while driving by.
⑤ Market Saturation
If outdoor ads are placed alongside other ads, spatial competition can divert attention and reduce the effectiveness of the ads. As a result, advertisers may need to place ads for longer periods of time to achieve the desired exposure. In addition, the environment, such as distraction from other activities or mobile devices, should be considered to achieve the desired level of viewer attention.
(6) Ad Retention
Advertisers need to collect data and measure the level of audience retention of advertising messages in OOH campaigns. For example, in a crowded area where many things are competing for consumers’ attention, retention rates may be lower and advertisers may need to place ads for longer periods of time. On the other hand, ad fatigue may occur more quickly if the ad takes up the entire space and immediately draws attention to it.
(7) Data Attribution
Every brand, target audience and location is different. Running A/B tests is one way to address all the unique factors and optimize the timing of your OOH campaign. To make the most of A/B testing, use an OOH platform that offers rigorous data analysis and reporting. Data attribution is a method that allows advertisers to identify who has seen an OOH campaign based on anonymous cell phone location data and find out what actions they took online or offline as a result of their exposure to OOH media.
Summary: Leveraging the latest scientific data platforms and technologies allows for better measurement of OOH performance. Digital OOH is quickly becoming the preferred choice for many advertisers because it offers greater creative flexibility and faster turnaround times for production and installation, as well as helping advertisers be able to target specific audiences at relevant times/times and create timely messaging based on events, triggers or happenings.
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