Repeated advertisements harm brand reputation: Time for action!

Are you, as a marketer, tired of the same advertisement being repeated over and over? A new study shows that you are not alone, and worse, this repetition can damage your brand reputation and purchase intent.

According to this new research conducted by IPG's Magna and ad tech company Nexxen, excessive exposure to the same advertisement on streaming platforms can harm your brand reputation and reduce purchase intent by 16%. Participants in the study described repeated advertising as "annoying" and "distracting."

This underscores the importance for marketers to carefully choose their advertising space, favoring platforms that have effective technology to manage frequency. This prevents overexposure of their products and services, which can have negative consequences for potential customers. Poor frequency management can lead to a decrease in purchase intent and even damage to brand reputation.

Despite strong brand awareness among participants who had seen the same advertisement six times, there were also negative findings. Participants found the advertisement "irritating," it "disrupted" their viewing experience, and 83% were convinced that the repetition was intentional.

So, what is the solution? Kara Manatt, executive vice president of intelligence solutions at Magna, emphasizes the importance of collaborating with reliable partners who have the right technology to manage frequency. It is not just about the total number of times an advertisement is shown, but about the right distribution over time.

Finally, the results of this study highlight the importance of frequency limitations in the marketing strategy. Now is the time for action!

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