Annoyed, irritated, desensitized, and bored: hop on the rollercoaster of consumer emotions as they experience overexposure to ads.

As advertisers, the pressure to keep campaigns engaging in an era of overexposure without overwhelming audiences is easier said than done. Research underscores this: according to a recent survey, 61% of consumers are less likely to purchase a product when they’re served too many ads, and 59% report a negative experience when they repeatedly see the same ad. 

This ad fatigue isn’t just detrimental to consumers—it can drain the effectiveness of campaign dollars and tarnish brand perception.

The Goldilocks Principle

That’s where the Goldilocks Principle comes in. The goal is to serve not too few, not too many, but just the right amount of ads. By respecting the consumer's time and attention, brands can prevent ad fatigue and maintain a positive relationship with their audience.

  • Too little exposure: consumers may forget or overlook the message
  • Too much exposure: causes annoyance or fatigue
  • Balanced exposure: reinforces awareness while leaving a positive impression

 At O.H. Partners, we tackle this challenge through sophisticated cross-channel frequency capping strategies, allowing us to balance ad exposure while driving results. This balance ensures the ad feels relevant rather than intrusive, making the overall experience enjoyable and effective, leading to positive engagement, increased brand recall, trust, and, of course, cost savings.

“By using frequency capping across channels, we freed up $800,000 YTD in media spend that would have otherwise been wasted on over-serving ads to the same audiences. Instead, we reinvested that budget into incremental reach, boosting audience reach across campaigns by an impressive 16%.” - Fraser Elliott, SVP Media & Analytics

Through close collaboration between our creative and media teams, O.H. Partners can focus on new creative specific to points in the consumer journey, creating a rich variety of ad units that make each ad impression feel unique. This variety doesn’t just appeal to viewers—it allows our clients to deploy frequency caps without diminishing the quality or effectiveness of the campaign.

The result is a more enjoyable, less repetitive viewing experience for the audience, ultimately making campaigns more impactful and successful.

“By employing thoughtful frequency capping and continually reinvesting in reach, we’re shaping a more efficient, consumer-friendly approach to media that yields stronger outcomes for our clients. We aim to ensure every ad dollar works harder and smarter—an approach that respects the consumer and drives business success.” - Fraser Elliott, SVP Media & Analytics

By respecting consumer thresholds, brands can strike the perfect balance between visibility and subtlety, leaving consumers more likely to engage positively and take action. Contact us to learn how frequency capping can help your brand.