• Rohan Mukherjee

Is your advertising tired?

Updated: Jul 12, 2019

Advertising as you know it is long gone.

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But only if there was legislation to support that.

Kidding aside, that statement has some truth to it though. To understand that, let’s understand what ‘tired advertising’ or ‘advertising fatigue’ means. Simply put, advertising fatigue is when your consumers get tired of viewing the same ads.

  • When ads become an excuse to go to the loo.

  • When ads become an excuse to go whip up a sandwich.

  • When ads give birth to a revolutionary concept like ‘skip ads’.

This is detrimental to ad spend and conversion, and can have a negative effect on your brand, ultimately leading to low ROAS (Return on Ad Spend).

Basically, you end up spending on ads to only decrease their value.

Let the irony in.

Usually, when consumers are tired of your ads, they won’t even know it. They aren’t actively reacting to it. The real victim of ad fatigue is your business and your brand. A telltale sign of ad fatigue is a decline in click through rates, and a reduction in sales. But you probably won’t notice this immediately.

And I understand that. With nearly 300 million advertisers on social media, it’s extremely difficult to cut through the noise and create a lasting impression on the consumers.

Even more so difficult, is to not lose the attention of your viewer to another doggo meme.

As we sprinkle creative dust and pour budget onto advertising online, we forget to pay enough attention to the rapidly changing consumer behavior pattern and buyer journeys. Consumers aren’t gathering around the lounge for the 6:00 PM news (on one sad screen) anymore, and aren't waiting patiently over an adbreak to see if Seth and Summer are really going through a break up.

As a Catalysto article points out, ‘A brand is the experience, and the experience is the brand.’ True, how you consume a product, or how your customer engages with your brand is largely dependant on the medium. And holy macaroni, have we come far from taking up the front page of the local newspaper, to targeting ads specifically to 25 year old women, who love Harry Potter, swear by their organic lifestyle, and live in and around Melbourne.

Although most brands globally, are yet to fully embrace digital advertising - the ones who have, have really made it work for them. One of the most recent and great example would be Coke Zero’s campaign with ‘drinkable ads’. Coca-Cola is a brand that usually likes to promote how it tastes, but this round of multichannel marketing aimed at millennials was largely focused on how the drink sounds. Clink. Twank. Fizzzz.

“In a continuation of a campaign marketed to those who have never tried the zero-calorie drink, Coke Zero has launched a new spot in partnership with ESPN College GameDay and Shazam. In the ad, created with Ogilvy & Mather, the GameDay cast walks viewers through how to use music-identification service Shazam to receive a free Coke Zero at 7-Eleven, Domino's, QuikTrip and Speedway.”

As per Coca-Cola, 85 percent of millennials had not tried Coke Zero, but nearly 50 percent of those who tried it went on to become monthly drinkers. So, the "drinkable" marketing campaign was aimed at getting consumers to sample the product.

And boy they did.

Another personal favourite is Spotify followed by Netflix, who used user data in the best possible way. Their campaign had copy targeted directly at their users, and their range of entertainment choices.

Spotify’s marketing executives said that they had avoided lines that appeared to be laughing at people’s habits in favor of those that celebrated unusual behavior. They sought permission from people when using their playlist names in ads. The people were usually delighted to be asked, the executive said, who noted that the data collection wasn’t a surprise given that that’s how Spotify provides users with its weekly recommendations and year-end lists.

Pure. Genius.

So, how can you get to this level of conversion?

By deploying data and repeatedly testing. Test by hyper-targeting your advertising content to specific interest-based segments in a network. Test again, with smaller subsets. Bring on board a creative strategist who can help your brand to maximise on your data and test learnings.

That’s how the cookie crumbles. Not.

Your brand can only stay fresh by evolving with market needs, and rapidly changing technology. The decreasing average attention span also means that your content needs to be a strong, yet contained eruption. Something that grabs the audience’s attention, and an optimist would say, as well as their curiosity.

So. Collaborate with more ‘creative types’. Learn what the new adopters are looking forward to. Use original concepts - interesting art and copy. Read up on augmented reality. Plan a weekend trip to Mars.

In a nutshell, all the tools to create the next award winning campaign is within your reach. You just need to pick the ones that work exclusively for you.



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