Category: Ad Wearout
-
Advertising Wear In and Wear Out is Real and it’s Predicable!
One of the most persistent requests we get from clients concerns our point of view on whether advertising wears out. The short answer is yes. ∙ Our comprehensive research over many years confirms that ads, regardless of the media, lose their selling power predictably over time. ∙ Advertisers might wish their ads could run indefinitely…
-
| Video Blog | Ad Wearout is Real
In advertising, understanding the dynamics of wear in and wear out is crucial. As media investment behind a brand asset increases, so does recognition and brand association. However, over time, preferences may decline—a phenomenon known as wear out. In a recent case study, we observed a doubling in brand recognition from initial exposure to 24%.…