Disperse Ads Over Time

Ads perform better when they are spread apart.

Nick Kolenda
Updated on
Ad for jeans being shown across calendar year

Humans learn better with “distributed practice.”

Studying for an exam? You should study in increments over time, rather than cram the night before.

Likewise, ads perform better when they are spread apart, rather than bunched together (Sahni, 2011).

Viewers encode these ads more effectively with less annoyance:

Marketers of unfamiliar brands need to build familiarity to compete better with more familiar brands, but they must be careful in how they use concentrated, high-repetition ad schedules in order to avoid alienating consumers (Campbell & Keller, 2003, pp. 301 – 302)

  • Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of consumer research, 30(2), 292-304.
  • Sahni, N. S. (2015). Effect of temporal spacing between advertising exposures: Evidence from online field experiments. Quantitative Marketing and Economics, 13(3), 203-247.