If there’s ever a time when ads on TV, social media, YouTube, and even in our mailboxes get out of hand, it’s during senatorial and presidential races.
Just last year in my home state of Montana, the two main political parties spent over $100 million on ads alone. And that’s only part of the story—outside groups nearly doubled that amount, making it over $220 per person in ad spend.
To put that in perspective, successful e-commerce brands usually spend around $10 to $40 per person on digital ads, depending on the product price and the long-term value of each customer.
In high-value industries like automotive or real estate, ad spend per person might go as high as $200, but those campaigns usually stretch over a long period—not crammed into a single election season.
I get it; they’re working with a tight window, so they feel the need to push every ad they can in front of us. Plus, it’s a competitive race, so as soon as one side starts spending, the other side feels they have to keep up. It’s a spending battle, and we’re right in the middle of it.
But what political parties often overlook is that the effect of constant ads on viewers is the same, no matter the purpose. People get worn out by repetitive ads, and election season doesn’t magically make them more tolerant.
Just because it’s crunch time doesn’t mean people are open to an ad flood. In fact, overspending on ads can backfire by turning viewers off completely.
If you’ve been in the advertising game for a while, you’re probably familiar with ad fatigue—that moment when your audience gets so tired of seeing the same ad over and over that they start tuning it out. This issue is especially common online, where people are shown ads repeatedly in short spans.
As I mentioned, the impact of an ad is the same regardless of its purpose. So whether you’re pushing political ads or business ads, flooding your audience with the same message too often can lead to ad fatigue.
And if you’re tempted to downplay the impact of ad fatigue on your bottom line, think again. Studies show that ad fatigue can cause click-through rates to drop by up to 50% over time if you don’t refresh your creative.
On top of that, approximately 42.7% of internet users now use ad blockers, showing a strong preference for avoiding repetitive or intrusive ads. In fact, 91% of people say ads feel more intrusive than ever, and 87% think there are simply too many ads.
In short, high-frequency ad campaigns often suffer from reduced conversion rates and rising costs per click (CPC), meaning ad fatigue isn’t just frustrating for your audience—it’s costly for you too.
How do you know if your ads are causing fatigue?
The tricky thing about ad fatigue is that it’s not an exact science. There’s no scoreboard telling you the precise percentage of your audience that’s tired of seeing your ads. But if you pay attention, the signs will be there.
One of the first indicators is a declining click-through rate (CTR). If people stop clicking on your ads, it often means they’ve seen them too many times and are simply tuning them out.
Another warning sign is an increase in your cost per click (CPC) or cost per conversion. When engagement drops, advertising platforms usually start charging more to get the same reach, which is a big hint that your ads are losing their punch.
You might also notice a drop in overall engagement—fewer likes, shares, or comments—which suggests that people are scrolling past without giving your ads a second thought.
Keep an eye on your ad frequency too. If the average person in your target audience is seeing your ad multiple times, it’s easy for them to start feeling fatigued. Ideally, you’d keep frequency around 2-3 views per person, but if it’s much higher, you’re likely pushing them too hard.
Negative feedback is another red flag. When people start hiding your ads, marking them as irrelevant, or leaving negative comments, it’s a pretty clear message that they’re tired of seeing them.
You might even see a stall or drop in conversions, which could mean that even interested viewers have become numb to your message. If you’re on a platform like Facebook, a lower ad relevance score is also a signal that your audience isn’t connecting with your ad as they once did.
And, of course, if your budget is reaching fewer people over time, that’s another sign your audience might be burnt out.
What can you do to keep your audience interested and prevent ad fatigue?
If you’re noticing signs of ad fatigue in your campaigns, don’t worry. There are some straightforward ways to keep your ads fresh and engaging without exhausting your audience.
First off, think of ad fatigue like a song you love that gets played on repeat. The first few times, it’s great, but after hearing it over and over, you’re ready to skip it. Your audience feels the same way with ads. They might start out interested, but constant repetition can make them tune out.
To combat this, try refreshing your ads regularly. The rule of thumb is to switch them out monthly. Studies show that keeping content fresh can make a huge difference—Facebook, for instance, reports that ads with updated visuals or new messages perform better over time than stagnant ads.
Simple changes, like a new image or a slightly different call-to-action, can recapture attention without needing to overhaul your entire campaign.
Another tactic is to manage how often people see your ads. Think of it like friendly reminders instead of constant nudging. If someone sees your ad five times, they’re likely to get bored, just like if a friend kept repeating the same message.
Studies indicate that an ad frequency of around 2-3 is ideal for most campaigns—enough to make an impression but not so much that it feels like spam. You can adjust this on most ad platforms, setting a cap on how many times each person sees the ad.
Platforms like Facebook and Instagram even offer tools to track your ad frequency and give you suggestions if your audience might be getting fatigued.
It also helps to switch up your targeting. Sometimes, you’re just showing your ads to the same people too often, so expanding or rotating your audience can keep things fresh. Imagine you’re hosting a dinner party and telling the same story to every guest.
After a while, even you get tired of repeating it! Targeting new segments lets you reach people who haven’t heard your message yet, keeping your current audience from feeling overwhelmed.
Real-world examples show that businesses that target new audiences every few weeks can extend the life of a single campaign, reaching a broader customer base without burning out their primary audience.
Finally, take a step back and test different ad formats. If you’re running a static image, try a short video, a carousel, or an interactive poll. Each format captures attention differently.
Research shows that video ads generally have higher engagement rates—up to 50% more than static images—because they’re dynamic and harder to ignore. Just like switching up the background music at a party, these changes keep things interesting.
Keeping your audience engaged means thinking about their experience and making small tweaks along the way. With these adjustments, you’ll not only fight ad fatigue but also keep your ads relevant, effective, and engaging, ensuring that your message is heard without becoming background noise.
I hope this gives you some ideas on how to keep your ads fresh and engaging. Remember, a well-paced campaign not only respects your audience’s attention but also helps your message stand out when it matters most. With the right tweaks, you can turn ad fatigue into a lesson that strengthens your brand and brings real results.