Think of advertising saturation as a reverse parabola. You spend and run ads up to a certain point and gain more and more awareness and market share, but after that point, you start spending too much. People get tired of seeing your ad. It can even get to the point where there are complaints about seeing it too much.
This is what I like to call The Draft Kings/FanDuel Problem.
You’ve seen the ads. The ones where they tell you how you’ll win thousands of dollars by playing daily fantasy football. If not, check it out below.
There’s this idea that with a newer product or service, you need to blitz the market with your ads, but at what point do you go to far? It’s a delicate balance, but I think FanDuel and Draft Kings could stand to stop running their ads every commercial break during NFL games. Below are just a fraction of the tweets that I saw yesterday about all of the ads people saw for these websites.
I think it’s safe to say people are tired of these ads, but daily fantasy leagues aren’t the only companies that have oversaturated the market with their ads before. ESPN used the song “Centuries” by Fall Out Boy incessantly last season. It got so overused that Fall Out Boy, who didn’t even make the advertisements, apologized for the overuse of the song.
How do we fix the problem? Scholars have said that it takes between 3 and 6 contacts for someone to decide to buy a product, but impulse buys only take 1 typically. Most of the time, we end up with the answer of, “it depends,” just like everything else in marketing, but there are some sure fire ways to prevent over saturating the market.
- Pay Attention to History. Do not make the same mistakes as others. If someone had to apologize for overplaying their ad, look at how often it played and why people hated it so much.
- Listen to yourself. Think about what ads you got really tired of seeing. For me, it was always JG Wentworth. I’m tired of hearing about how to get cash now. It didn’t matter how often they updated it because every ad followed the same format.
- Lastly, have a full 360 strategy. You can blitz the market but don’t do it all in one place. It’s a lot less invasive to run a few television spots during Sunday football and catch people with social and digital ads later than it is to run a television spot every commercial break.
Finally, to FanDuel and Draft Kings, please stop running those ads all the time. I’m tired of seeing them, and everyone else is too.