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You want to make an impression. But for users, too much exposure to any one ad results in ad fatigue and negative brand perception.

Here’s how to optimize ad frequency to prevent fatigue and achieve your objective:

1. Conduct consumer research. Start by conducting comprehensive consumer research. Collect consumer preferences, behavior, and media consumption habits through surveys, focus groups, and data analytics tools.
2. Implement A/B testing. Experiment with different frequencies on a sample audience to determine which what delivers the best engagement and conversion rates. Do this regularly to continually optimize ad frequency.
3. Monitor and adjust. After establishing the ideal ad frequency, monitor click-through rates, conversion rates, and consumer feedback. Use this data to make necessary adjustments. Stay flexible and responsive to maintain the campaign’s success.

For more, check out “Psychological Effects of Ad Frequency on Brand Perception” by Leo Celis.

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Cam, Mitchell, Claire, and Phil are back together again in the Dunphy living room—and on WhatsApp.

The messaging service reunited the cast of Modern Family to promote a seamless group-chat experience that isn’t dependent on everyone having the same phone.

The wholesome spot got a global ribbing on social media, though, since advertising WhatsApp outside of the U.S. is “like advertising air.”