How often should you update your online ads? How long can a campaign run before consumers get bored? The phenomenon of declining ad response due to overexposure has been a point of contention among marketers for years. Online, it’s called “banner burnout,” and it’s commonly thought to occur after the delivery of about 10,000 to 20,000 impressions.
Offline, ad burnout isn’t measured so much in terms of volume as it is in time of exposure. A recent test of 2,500 U.S. homes by The PreTesting Company found that “most people tire of TV commercials after just two weeks”:http://www.adrants.com/2005/08/study-measures-ad-viewership-campaign.php.
The obvious solution for both online and offline marketers would be to update their ad creative. Of course, this can be a costly and time-consuming process. But there is a way for marketers involved in cross-media campaigns to save on online costs by stretching their investment further.
Marketers have “long believed”:http://www.clickz.com/experts/media/media_buy/article.php/811901 that introducing an offline element, such as corresponding TV ads, to your online campaign can give even tired old banners a boost. For all of those cross-media marketers under the impression that banners are more disposable than they really are, I think this point is worthy of revisiting. Given the “continued trend”:http://www.marketingmag.ca/magazine/current/media/article.jsp?content=20050815_70016_70016 _(sub may be req’d)_ toward using TV ads to drive traffic to the Web, this could be the ideal time for advertisers to leverage their existing creative and extend the life of their banner ads. Why not launch an online campaign, let Internet users become familiar with your ads, then give those ads a lift with some correlating TV spots? This cross-media advertising strategy doesn’t just reduce your online ad development costs, but has the added benefit of turning ordinary banners into teasers, too.