Ever feel like ads are stalking you? You’re not imagining things.
Repetition is a crucial element of marketing. Some people believe that repetition has become more important in recent years as digital distractions constantly pull our attention in different directions. However, the truth is that the power of repetition in advertising is a time-tested strategy.
The real question is, how many times does an audience need to see a message before it truly sinks in?
This article will explore the fascinating dynamics of how many times an ad needs to be seen before it makes a real impact and strategies to increase impressions and optimize your marketing efforts.
- Myths About Digital Distraction
- The Historical Perspective on Impressions
- The Modern Take on Impressions
- How to Get More Impressions
- The Power of Repetition
To fully appreciate the importance of impressions, it helps to understand some marketing basics. Check out our ABCs of marketing, which will frame the understanding of why repetition works in marketing. The ABCs emphasize the importance of Awareness, Branding, and Consistency—all critical elements that align with the strategy of repetitive exposure.
The Myth of Increased Digital Distraction
With smartphones, social media, and a never-ending flow of online content, getting consumer attention today requires more effort than ever.
But here’s a fascinating reality: the principle of repetitive exposure has always been a key ingredient in effective marketing. The notion that audiences need to see an ad several times before it truly registers isn’t a modern phenomenon; it’s a timeless truth.
So, how do we navigate this age-old strategy in our digital world?
Historical Perspective on Advertising Impressions
Thomas Smith’s “Successful Advertising,” published in 1885, laid the foundation for understanding consumer behavior in response to repeated exposures.
Surprisingly ahead of his time, Smith noted that it takes up to 20 views for an ad to convert a prospect into a buyer:
- The first time people look at any given ad, they don’t even see it.
- The second time, they don’t notice it.
- The third time, they are aware that it is there.
- The fourth time, they have a sense that they’ve seen it somewhere before.
- The fifth time, they actually read the ad.
- The sixth time, they thumb their nose at it.
- The seventh time, they start to get a little irritated with it.
- The eighth time, they start to think, “Here’s that confounded ad again.”
- The ninth time, they start to wonder if they’re missing out (FOMO!) on something.
- The tenth time, they ask friends and neighbors if they’ve tried it.
- The eleventh time, they wonder how the company is paying for all these ads.
- The twelfth time, they start to think it must be a good product.
- The thirteenth time, they start to think it has value.
- The fourteenth time, they start to remember wanting a product exactly like this for a long time.
- The fifteenth time, they start to yearn for it because they can’t afford to buy it.
- The sixteenth time, they accept the fact that they will buy it sometime in the future.
- The seventeenth time, they make a note to buy the product.
- The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
- The nineteenth time, they count their money very carefully.
- The twentieth time prospects see the ad, they buy what is offered.
Smith’s insights suggest that while the mediums of advertising may have evolved, the core psychological process of how we perceive and react to repeated messages remains constant.
In the early 1900s, German psychologist, Hermann Ebbinghaus, discovered “the forgetting curve” explaining how the human brain processes (and forgets) information. He concluded that to overcome the curve, repetition is key.
Successful Advertising by Thomas Smith, 1885.
Modern Insights on Impressions and Engagement
Recent studies echo Smith’s century-old observations, albeit with updated numbers reflecting the nuances of modern media.
For example, a Microsoft study found that between six and twenty exposures were necessary for audio messages to be effective.
This range underscores the variability in how different types of messages and mediums impact consumer recall and action.
The Rule of 7
This leads us to another popular marketing concept: the Rule of 7.
According to this rule, a prospect needs to be exposed to your message at least seven times before they notice it or take action.
The origins of the Rule of 7 are somewhat mysterious, with no definitive scientific source backing it up. It has been quoted so widely that it’s almost accepted as fact, even in the digital age.
A quick online search yields millions of results discussing this rule. Whether scientifically proven or not, the Rule of 7 resonates with marketers because it aligns with the intuitive understanding that repetition fosters familiarity and engagement.
But How Do Impressions Generate Leads?
Impressions vs. Clicks
In the realm of digital marketing, impressions vs. clicks is a significant distinction. While impressions refer to the number of times an ad is displayed, clicks measure the direct response from the audience.
It’s crucial to balance both metrics to ensure that your advertising strategy is not only seen but also engaging enough to drive action.
So, while repetition is important, you can show your ad to a prospective customer 7 times or 20 times, but it still needs to be well-targeted and compelling enough to convert. High impressions with low clicks may indicate that your ad needs to be re-configured.
Here’s an article from Ignite Visibility that talks in depth about Click-through Rates.
Increasing Impressions and Engagement
Repetition remains crucial in today’s marketing strategies. As consumers are bombarded with countless messages daily, standing out requires a consistent and persistent approach.
Here’s why marketing repetition works:
- Increased Familiarity: Repeated exposure to a message builds familiarity, making the brand more recognizable and trustworthy.
- Memory Reinforcement: Each repetition reinforces the message, embedding it deeper into the consumer’s memory.
- Action Triggers: Multiple exposures increase the likelihood of a consumer taking action, whether it’s making a purchase or engaging with the brand.
Balancing Frequency and Fatigue
While repetition is essential, marketers must balance it with the risk of ad fatigue. Overexposure can lead to annoyance and disengagement.
Therefore, it’s crucial to vary the creative elements of the ads, rotate different messages, and carefully manage the frequency to keep the audience engaged without overwhelming them.
How to Get More Impressions
To increase impressions effectively, it’s important to leverage a variety of strategies and platforms:
- Diversify Ad Platforms: Utilize multiple channels such as social media, search engines, and display networks to broaden your reach.
- Optimize Content for SEO: Ensure your content is optimized for search engines to increase organic impressions.
- Leverage Influencer Partnerships: Collaborate with influencers to tap into their established audience base.
- Engage in Paid Advertising: Invest in paid campaigns on platforms where your target audience spends most of their time.
The Power of Repetition
The belief that increased digital distractions necessitate more impressions is not entirely a myth, but it’s also not a new challenge.
The principle that consumers need multiple exposures to an ad before taking action has been validated both historically and through modern research.
Understanding the balance between repetition and ad fatigue means we as marketers can craft strategies that effectively capture and retain consumer attention, drive long-term engagement and deliver conversions (which really is what everybody wants right?!).
Ready to refine your marketing strategy? Contact Professional Punch today and let us help you create compelling, effective campaigns that make a lasting impression.
