Sellers beware! Too much advertising exposure may have a negative impact

During the pandemic, people's desire to stay connected and informed has led to a significant increase in the use of social media and mobile devices. This trend provides marketers with opportunities for development, but also brings considerable challenges.

More than half (52%) of US consumers said excessive ad exposure was most likely to cause them to have a negative perception of a brand , followed by messages appearing next to questionable content (32%) , according to a new study of US consumers by audience targeting company GWI and researcher WARC.

40 % of consumers claim they now check their smartphone every few minutes , and when asked , “Which word best describes the advertising you typically see…” 32 % of consumers believe that advertising on TV , social media and websites is “ excessive ” .

Additionally, online ads were considered distracting ( 31%) and annoying (27%), with only 10% of consumers saying they were memorable .

This advertising fatigue is likely to intensify as people spend more time online during the pandemic . The GWI and WARC research highlights that consumers’ patience with the flood of advertising is waning, with many people becoming increasingly frustrated by being bombarded with brand messages .

The level of aversion to digital advertising could further hurt marketing efforts . When asked what specific actions they took after seeing an ad , three in 10 respondents said they deleted cookies from their device , 53% said they skipped a video ad in the past week , and 40% watched only one video ad to the end.

So what kind of ads do consumers want to see? Half of consumers want to see ads that provide product information, 40% want deals and discounts, and 39% want to see entertaining ads. In addition, one- third of consumers want ads that teach them something new , and 12% of consumers are interested in ads related to how brands are responding to COVID-19.

In summary, advertising is necessary, but sellers should be careful to strike a balance when placing advertisements to avoid having a counterproductive effect.

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