Repeated Ads Cost Advertisers as 61% of Consumers Avoid Purchases
According to the findings from AD-ID and The Harris Poll study of 2,000 US adults of ages 18 and older, consumers are suffering from ad-fatigue now and that’s why many advertisers are losing customers. This means that consumers do not want to purchase something after seeing the same ad countless of times. 61% of the respondents said that they do not want to buy something from a company that shows the same ad back to back. 49% also said that they had als decided to not buy a product or service in the past after seeing their ad repeating too often.
59% said that if they see the same ad during viewing something, it leads to a negative impact on their viewing experience. Nada Bradbury, the CEO of AD-ID says that advertisers should keep consumer ad-fatigue in mind too while budgeting for advertisements. Sometimes, their budget could also go to waste if a consumer isn’t burying a product because he has become fed up from the ad.
50% of the respondents said that they get annoyed if an ad appears continuously when they are watching TV or a video on their phones. Three-quarters also said that they don’t mind watching ads if they are according to their interests, while 33% said that they don’t mind watching ads that are relevant to them. 63% also said that they have purchased something after watching an ad with 18% saying ads have helped them make purchasing decisions.
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