Discover key insights into marketing exhaustion across various channels like CTV and email. Learn how to combat fatigue and optimize your marketing strategies for better results.
Digital advertising in the US is booming, with spending expected to surpass $300 billion this year, according to our forecast from March 2024. This growth presents opportunities for advertisers, but it also brings challenges. One of the biggest challenges is standing out in a crowded space. While it’s essential to expose consumers to a brand across various channels, attacking them with the same ads or flooding their inboxes can backfire. Let’s look into five key statistics shedding light on marketing exhaustion across connected TV (CTV), email, and messaging.
1. Frequency Concerns Are Top of Mind for Media Investments in 2024
According to data from the Interactive Advertising Bureau (IAB) in November 2023, 36% of US brands and agencies see managing reach and frequency across screens and channels as a significant challenge this year. This means marketers must collaborate across different platforms to control how often consumers see their ads. Platforms like TikTok and LinkedIn offer tools to help manage ad fatigue by tracking frequency and reach. However, measuring ad frequency across platforms remains challenging and may require third-party ad-tech solutions.
2. Frequency Issues Are Holding Back CTV Advertising Growth
Our forecast for US programmatic CTV ad spending in 2024 was reduced by $1.37 billion due to measurement challenges, frequency capping issues, and ad fraud. Advertisers are cautious about bombarding viewers with repetitive content on streaming platforms, hindering further investment in CTV advertising. Direct communication channels between platforms and advertisers could alleviate frequency capping concerns while reducing inventory resellers could minimize hidden fees and data risks.
3. Too Many Messages Lead to Unsubscriptions
An alarming 81% of US consumers unsubscribe from brands that send them excessive messages, as revealed by a January 2024 study from Optimove. This highlights the importance of not overwhelming consumers with offers on direct channels like email and SMS. To combat fatigue, brands can create a sense of urgency by offering exclusive deals or limited-time promotions.
4. Email Marketing Can Be Annoying When Overdone
According to Optimove, 35% of US adults find email marketing irritating when they feel bombarded with offers. While email remains a valuable marketing channel, marketers must be mindful of their approach. Interestingly, consumers prefer receiving coupons via email, indicating a potential avenue for effective communication.
5. Relevance Drives Email Engagement
Optimove reports that 54% of US adults open marketing emails because they find the content relevant. Personalization also plays a significant role, with 19% of consumers influenced by personalized messages. Leveraging AI can enhance personalization in both email and text message marketing, helping match shoppers with relevant products and messaging to reduce fatigue and boost conversions.
In summary, as digital advertising grows, marketers must prioritize avoiding marketing exhaustion by carefully managing ad frequency, delivering relevant content, and leveraging tools like AI for personalization. By understanding these insights, advertisers can enhance their strategies and better engage with consumers across various channels.
Leave a Comment