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.
Month: August 2005
A two-part question for you, our esteemed One Degree reader:
# What – in your opinion – is the worst Canadian web site?
# Why?
_This article is by Guest Contributor Kate Trgovac._
“Kraft Foods”:http://www.kraftfoods.com has created a collection of “100 classic summer recipes”:http://www.kraftfoods.com/kf/ff/ipod/ipod.html that can be downloaded and read on an “Apple iPod”:http://www.apple.ca/ipod. Using the “Notes” area of the iPod, users can browse recipes on grilling marinades made with Kraft’s Zesty Italian dressing or deserts with Kraft’s Jell-O and Cool Whip. This program is part of Kraft’s use of the mobile channel for marketing. Their future channels include PDAs, cell phones, and Blackberrys.