When it comes to ads, there’s a fine line between brands being memorable (great ad, so helpful!) and being memorable in the wrong way. And for many, that line gets crossed the moment they see the same ad from a brand show up for the third—or tenth—time in a single day. Ad repetition is bound to happen in some form or another, and it's not always a bad thing, either. But at what point does it become frustrating for the people you're trying to win over?
To better understand how ad frequency affects consumer perception, we conducted a survey of 500+ US consumers and asked how often they notice repeated ads, how they feel about it and whether it actually impacts their likelihood to buy. The verdict? Yes, frequency matters—and more marketers need to be aware of its impact. Here’s what we learned:
In today’s ad-saturated environment, repeated exposure isn’t just likely—it’s expected. Over half (53%) of respondents said they saw or heard the same ad multiple times in a short period. Altogether, a whopping 88% reported noticing ad repetition at least occasionally.
Interestingly, younger consumers seem slightly more immune to repetition (or at least less likely to notice it). Only 44% of 18–29-year-olds reported frequent ad repeat exposure, compared to 55% of those 30–44, 53% of those 45–60, and 60% of those 60+.
When asked where they most frequently notice repeat advertisements, 68% of respondents report frequently noticing repeated ads on streaming TV services (Hulu, YouTube TV, etc.), followed by:
It's unsurprising to see that most consumers are noticing repeat advertisements on streaming services—low inventory and a bulk ad buys with a guaranteed amount of impressions are a recipe for repetition. Social feeds, however, often want the consumer to see the same ad over and over for frequency and recall. Ultimately, different platforms have their own distinct challenges (and motivations) when it comes to overfrequency.
So, people are noticing a frequency problem across channels—but is it impacting them? Turns out, when we asked people how they feel about repetitive ad experiences across channels, respondents said they are most frustrated with in-app ads—with 71% being annoyed or extremely annoyed by repeated ads in mobile apps. Mobile apps were followed close by social media (69%), streaming TV (68%) and cable/broadcast TV (67%). Audio channels like podcasts and radio fared slightly better—but even then, nearly 6 in 10 respondents reported being annoyed by repeated messaging.
The ad frequency problem is more than just an annoyance for people, though. It actually makes them pay less attention to ads in general and lowers the likelihood they will engage with your brand:
Unsurprisingly, consumers are particularly put off when ads repeat and miss the mark. We asked respondents how they feel when they see or hear the same ad repeatedly that clearly isn’t meant for them—say, wrong language, wrong location, or a message that just doesn’t apply. Half feel negatively toward the brand that served the ad, while 26% said they feel misunderstood.
Repetition is often thought of as a way to nudge a decision, but it can also push people in the opposite direction. Fifty-eight percent of respondents said they have chosen not to purchase a product because they were annoyed by seeing or hearing the ad too frequently. Only 31% said they have purchased something because they saw or heard the ad multiple times.
Pushing more impressions does not automatically mean you’re reaching new people. More often than not, it just leads to wasted budget and disappointing results.
Instead of simply maximizing impressions in the hopes of reaching the right people, prioritize unique reach, which means getting your message in front of as many different unique and relevant individuals as possible. Marketers should be measuring how many distinct users their campaign is reaching, and optimizing to grow that number—not just driving up total exposures. Reaching 1,000 people once is more valuable than reaching 100 people ten times—especially if those 100 people are already tuned out.
The key is connecting with high-value customers, not just easy-to-reach ones. But where are they? And how do you find them? They’re often actually in your own databases as lapsed or super-lapsed customers, on Apple devices (which haven’t used cookies in years) and on retail websites.
If your creative doesn’t refresh and the same ad keeps following them around, frustration will build quickly for consumers. This is where a dynamic creative optimization solution (DCO) can make all the difference. Updated and engaging visuals, alternate copy and/or a fresh CTA—optimized to the individual and updated in real time—can help keep your brand from feeling stale or aggressive.
Epsilon’s DCO uses real-time data to tailor content within an ad to the individual. When coupled with rich customer insights and the ability to find and reach unique people across channels, brands can reduce ad waste and over frequency, which leads to a happier consumer and a happier budget.
Consumers aren’t asking for fewer ads—they’re asking for better ones. Ads that respect their time, their interests and attention spans. By managing frequency intentionally and prioritizing quality over quantity, brands can stay in the good graces of their audience—and avoid becoming the reason someone hits “mute.” To learn more about how you can achieve unique reach and better performing campaigns, keep learning.
Epsilon Pulse is the beating heart of Epsilon’s proprietary research. Designed to produce relevant and up-to-date insights about consumers, marketers and their preferences, Epsilon Pulse helps brands better understand the adtech and martech industry so they can make informed, data-driven marketing decisions.
