In a growing market with so many competitors and having access to social media all over the world, it is a race to catch clients and customers before everyone else. The easiest way of grabbing the attention of people since the olden days is ads. Advertisement in social media is something all of us are used to and right now this is the easiest way of grabbing a large number of audience in a very short period of time. These adverts lead to target audiences who are the future consumers of these products, this means they are the potential customers.
Advertisements are now so abundant these days that finding the right method and mechanism of ad campaigns is necessary to gain the attention of the required target audience. However, this also entails that advertisements are not something that last long, especially since it is about grabbing attention. As a part of human nature, once something is seen a few numbers of times, the value of it decreases and people choose to ignore it. This phenomenon, ad fatigue, affects all advertisements varying with different timelines, and therefore this is something that we need to learn more about.
SPENDING & AD FATIGUE
Spending more doesn’t necessarily mean that ad fatigue would come late or early. It depends on how the campaign decides to use the money. There are a few factors on which this depends on, and so here is a simple breakdown for easy understanding:
Reach to people
If an advert has a large audience range in a short period of time, it is more likely to reach ad fatigue faster than an advert that has a shorter range of audience over a longer period of time.
This is because when an advert is introduced to a large audience, the advertisement is seen by everyone around the same time therefore it takes only 3-days before it starts to get ignored, whereas if the same advert is introduced over a shorter range for a longer period of time, the audience will build up to the advert, since the reach is small, a smaller number of people get to see it every day which delays the ad fatigue for over at least 5 days to a week.
Number of creative assets
During an advertisement campaign, creative assets are also a very big factor and the amount used is important. One of the reason is that the same amount of money can be used to develop a varying number of videos. But the audience will find more videos more engaging than one single video over and over again. This makes that ‘one’ video campaign reach ad fatigue faster than the campaign that had arranged ‘four’ videos in the same budget.
The reason for this is the same as the last and money has nothing to do with it; it is simply because of human nature. The one advert that had the entire campaign focused on is, of course, more creative, much more high-quality and attractive. However, the same thing played over and over again gets boring for the general audience and therefore interest is lost much faster than anything else.
HOW TO OVERCOME THIS AD FATIGUE
This phenomenon will come regardless of whatever is done. The only question is when it does and if it is an optimum time for a company to do so. The audience will only pay attention to an advertisement for a certain window frame no matter how new and creative it is, this will fade away like all things in the world, so how to keep the attention consistent?
The solution to this is to invest more in the creative sector of the adverts to be able to keep publishing newly updated assets every time. A company that invests more have more attention from the audience due to the creativity of the campaign compared to the company that doesn’t.
AD CREATIVITY – AN EVERLASTING ADVANTAGE
The advertisement features on social media sites like Facebook has improved its algorithm to such an extent that it is now impartial to any third-party advertisers. This itself has become the sole method of showing ads to audiences, so now the only real mean of grabbing attention is to have campaign’s own creative content, there is no side hand trick or method to grab the target audience.
This is a good change that has come upon the advertising world, solely because now the creativity can be completely focused on and used to the very best of their abilities. This method of optimization has enabled small companies to have a fighting chance with the bigger ones as creativity is the only differentiator of performance in these places.
RESPONSIVE AD DESIGNS
Among all campaigns or any kind of program, what makes a company or advert stand out of the crowd is their ability to manipulate data and to make the advert more user-friendly or interactive. This can be laid across the board as many things as different audience grasps these things in different ways. This is also called responsive ad design and can be categorized into certain ways as the following
Location: Advertisement can be catered to users according to locations instead of whole world. For example, a service that is only required in Dhaka doesn’t need to be advertised in other places like Khulna and Chittagong. It helps save the money as well as caters more specifically to a certain group.
Catered to Users: As social media backtracks information about liked pages and activities, most of the sponsored ads can be catered to a certain age group or activity of certain forms that can relate to the audience. For example, people who are more active liker of fitness routines can be targeted to advertise a gym or sports equipment instead of ball gowns which will be completely irrelevant in the context of finding the right target audience. If the adverts are more specifically catered, there are more chances of it being efficient and finding a potential customer in the scenario. This also feels more personalized and more professional for the larger audience.
Device: Adverts in social media can be very sensitive to handle. Unlike the olden days when campaigns would be specified for newspapers or TV, the media of device remained the same, which is a magazine on paper or a television screen. But when it is on social media, the numbers of devices and their features vary from place to place. For example, whether it is a video carousel, a story or a vertical bar across a site, needs to re-adjust every time the device is changed. Even though it is being shown on the same social site, it is useful to be wary of not only the content the advertisers are sending but also the responsiveness of the design for the more aesthetic appeal as the media changes.
Interactive: Most ads across social media now come with an interactive demonstration or a small part of it is open to users to avail the services before jumping into it. This gives a friendlier vibe and confidence in the adverts’ products helping the crowd learn a little more about the company they will be investing in. However, it is also true that not all products can be linked in the same way, but since the ads are out there on the internet, these are handy things to bear in mind.
Ads come in our lives daily, and the competition is vast among the people in the market nowadays. The most ideal scenario is to have the audience feel more at ease and attracted for as long as possible by choosing the most optimum and the best tips from the bunch. Moreover, having the limelight on for longer time is necessary because all campaign are designed for a certain period of time, and to be able to use that to its fullest is the goal.