ChasNote

From WSJ:

“Advertising wear-out has fascinated researchers since the 1970s. Studies, generally focusing on television commercials, have suggested ads can be viewed anywhere from three to 25 times before losing effectiveness. After that, says Brian Sternthal, a marketing professor at Northwestern University’s Kellogg School of Management, people ‘dismiss the information as old news.’”

“New digital technology also makes it easier to customize ads slightly without having to incur the time and expense of recreating them from scratch. Rajeev Batra, a marketing professor at the University of Michigan’s Ross School of Business, says such modest alterations can slow down the process of ad fatigue.”

We saw that effect last fall, the first time we created an ad that refreshed with news headlines from the vendor’s site: see Symantec’s RSS-powered content ad.