When do ads get annoying?
Sales & Marketing

When do ads get annoying?

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Ready for another dose of quick marketing wisdom that'll help jazz up your sales strategy? Strap in, because we're about to dive deep into the world of online advertising without annoying your customers.

👉 But before we start, here's a 60-second example 📺 of a beverage quiz for Brez made with our POPSMASH Shopify quiz app for inspiration (try the quiz here). Ok, let's talk about this week's insight, here's the scoop.. 👇

Keep those ad views in check!

Ever felt like an ad for sneakers followed you around the internet more persistently than a pop song chorus stuck in your head? Well, you're not alone. Research shows that there's a fine line between keeping your brand top of mind and pushing potential customers away by overdoing it.


Here’s your quick tip: Cap general ad views at 3 per person and up to 6 for those who’ve shown interest (like visiting your site). Stick to static images over animations and spice things up with a variety of creatives. Remember, once you annoy someone, they're more likely to ignore you altogether.

But why? 🤔

Here’s the nitty-gritty:

  • General viewers can get annoyed pretty quickly. After the third ad view, nearly 40% felt their eyes twitch with irritation 🙄 This annoyance shoots up faster than a rocket with each additional viewing.
  • Interested folks are a bit more patient, but only to a point. After 7 views, over half were ready to throw in the towel on those ads 😑

Why does this happen? Well, when people first learn about a product, they're just dipping their toes. If you bombard them right off the bat, they'll run for the hills. But once they're genuinely interested, they'll tolerate a few more ads while they make up their minds.

Watch out for ⚠️

Keep your audience's demographic in mind! Richer, younger, and more educated folks tend to run out of patience faster with repetitive ads. Also, if you're mixing it up with different creatives, people are less likely to get annoyed—variety is the spice of life, and apparently, advertising too.

How to do it ✅

Implementing this is pretty straightforward but requires careful planning:

  1. Set frequency caps: Ensure your ads don't become the online equivalent of that annoying party guest who won't leave. Cap general ads at 3 views and go up to 6 for those showing real interest.
  2. Choose the right creative: Use static images more often than animations, which tend to irritate quicker, especially during the initial awareness phase.
  3. Diversify your ads: Rotate through different creatives to keep things fresh and less spammy.

And there you have it! By setting sensible caps and keeping your ads fresh, you can keep your brand in positive light without turning off potential buyers. Ready to tweak those ads and keep your audience smiling rather than scowling? Give these tips a go and watch your engagement (and sales) start to climb!

Catch you next week for more insider insights! Happy selling! 🚀

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"An ad that annoys is an opportunity missed. Marketing should captivate, not irritate."

About the author
Gabriel Mays, the Co-Founder and CEO of POPSMASH
Gabriel A. Mays
Gabriel Mays' Website
Co-Founder & CEO at POPSMASH
Before POPSMASH, Gabe was a Director at GoDaddy and founded two startups. He was also a Marine Corps Captain, serving in Iraq and Afghanistan. He lives with his wife and two kids on Cape Cod, MA.

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