#TBH: Is digital advertising fatigue real?

by Anna Munhin Jun 7, 2023 News
#TBH: Is digital advertising fatigue real?

You may be suffering from digital ad fatigue if you find yourself skipping the ads on social media or avoiding your favourite influencer as she plugs various brands in her content.

In a recent interview with Storyboard18, the founder and CEO of Bombay Shaving Company spoke of advertising fatigue on digital media with consumers scrolling past ads on social media, which led the digital-first, male grooming brand to engage with them through a podcasts on entrepreneurship. You have to find a way for your brand to appeal beyond the product proposition.

The problem that marketers and brands may be facing is putting off their customers on digital platforms where they are bombarded with ads, according to his comments.

Zoo Media is a network of digital agencies. You aresailed with ads everywhere. He says that there is a saturation point for influencer content.

Viraj Sheth is the CEO of Monk Entertainment, a digital agency specializing in influencer marketing. It's true for any platform that gets a lot of attention.

Dentsu's numbers show that there will be no let up in digital advertising. It will reach a value of Rs 51,110 by the end of the century. Digital spending will make up 45 percent of the total ad pie by the year 2024.

According to the president of Dentsu Creative, digital consumption is on the rise. That is what I am surprised by. The medium hasn't reached its peak yet. It seems that the early Adopters of Digital Media are ad weary. The first 100 million people to get onto the internet may not be included. 400 to 500 million may still be new. Shah says that they enjoy both ads and content.

He agrees that ads have become more ubiquitous and more cumbersome.

Digital ad fatigue is a tier 1 city phenomenon with the more evolved customers skipping the ads. Consumers in tier 2 and tier 3 towns are the new audience that marketers have started advertising to. They are not tired and brands are using regional creatives to connect with them.

For the more evolved customers who watch subscription-led streaming platforms and YouTube premium videos without advertisements, brands are resorting to contextual advertising. When a consumer is in the market for a product, carpet-bombing a campaign doesn't work as well as it could. Shah says that the ad is more niche than mass.

There are a lot of footprints left by users of digital media. Digital platforms capture a lot of information about what they are watching, interacting with, pausing or attending. All of that data can be used by advertisers.

Consumers are tiring of influencer marketing, too. There is too much branded content being put out in the digital universe.

Sheth says that both creators and brands are trying to find ways to ensure that they don't expose themselves and create a blind spot for their audience.

There is no reason to follow a person if they do not balance their content and advertising. Shah says that it works like magic if followers connect with the influencer.

Not all brands invest in making niche content pieces for the audiences is the real challenge for digital advertising. Legacy brands are still not open to making 20 different versions or pieces of content for more targeted marketing based on location or demographic, even though some have started making different commercials for digital media. She says that they aren't willing to invest the money.

We will be obsolete if we aren't open to what the audience wants. There is no question of fatigue if content continues to evolve.

Shuchi has been a journalist for over 30 years.

The first edition was published on June 7, 2023.