blog

How To Build Advertising Resonance And Prevent Creative Fatigue

Does your brand resonate with customers?

When marketers think about resonance, they do it through the lenses of brand resonance. Brand resonance refers to how a customer thinks and feels about your product or service. With exceptional brand resonance, customers easily evoke your brand during the decision-making and purchasing states.

Having a strong brand involves building the right experiences around your brand, so customers have specific and positive thoughts, feelings, and beliefs about it. You only need four building blocks to construct a strong brand resonance.

Kevin Keller's Brand Pyramid

  1. Build brand identity - who are you?
  2. Build brand meaning - what are you?
  3. Earn positive brand reactions - what about you?
  4. Expand brand relationships - what about you and me?

Advertising Resonance - Brand Pyramid

Don't spread creative fatigue

How does this impact execution of ads on the El Toro platform? As brands progress from building a brand identity to building brand meaning, the impressions and frequency of a creative are important to consider. 

The frequency of a creative is crucial as it exposes customers to a message, product, or service. Repeat exposure builds brand meaning, which leads to customers forming reactions to your brand. Frequency is essential to driving consumers to convert. The amount of impressions is also key for strong brand resonance as it represents how many people see your creative(s). The higher the number of impressions, the higher engagement and reach a brand has. 

With low frequency and too many versions of a creative with low impressions, few people see and engage with your creative(s), resulting in weak brand resonance. The same can be said for high frequency and too few creatives with high impressions, as it can create creative fatigue. 

Creative fatigue occurs when an audience is served the same creative too many times, resulting in low engagement and high cost per result. Finding that perfect medium is essential for optimizing ad spending budgets and building strong brand resonance, but how can you achieve that?

El Toro can cure your creative fatigue

With the El Toro team, we work to monitor creative optimization and creative fatigue. When we detect low-performance rates from a creative, El Toro identifies the cause and personally reaches out to you with data-backed solutions. With our years of experience, we found the most common solution to fix creative fatigue is simple: add additional creatives to the serving mix. This ensures the same creatives aren't being overserved to the same audience, creating the perfect mix. The possibilities with El Toro are endless. Ensuring precision and effectiveness in every client's campaign has always been at the forefront of El Toro's patented advertising technology. 

To learn more about how El Toro's revolutionary and patented advertising technology can cure your creative fatigue, reach out to our team today or visit our website.

Share

Related Blog Posts
  • Quality Over Quantity – Advertise On The Right Platforms.

    Social media platforms come and go. Social media ad spending in the U.S has jumped $6.3 billion from last year and is projected to reach $88.3 billion in 2026. While these are impressive forecasts, only...

  • Win The Race Before It Starts – Political Best Practices

    El Toro is your non-partisan political advertising outlet. Data drives every decision in the win-or-go-home world of political advertising. With American politics as competitive as ever, how can your campaign strategy utilize data and successfully...

  • Everything You Want To Know About Cookies But Are Too Afraid To Ask

    The digital world is transitioning towards a cookieless future, leaving professionals with burning questions about the new advertising technologies replacing third-party cookies. There’s no need to worry. El Toro can answer everything you want and...

  • El Toro Is Built On Integrity – Work With The Company That Disrupts Online Advertising

    Sounds Like Bull At El Toro, one of our E.P.I.I.C. core values has been and will always be integrity. From the beginning, we knew third-party cookies used for advertising purposes were not accurate and provided...

El Toro Logo Bull

Ready to Run With the Bull?

Contact Us