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

Who Will Win? Political Advertising on Social Platforms vs. Streaming Service Platforms.

Political candidates are running advertising campaigns earlier than in past elections, and 2022 budgets are already outpacing 2020 by around $700 million. With the political market flooded with candidates, advertisements must reach a niche audience...

Confidently Deploy Campaigns With The First And Only Political Guarantee 

Data-driven political advertising is a growing industry that has become essential to campaign strategy. With data and analytics being vital to a candidate's success, El Toro is the difference between winning and losing. We’re confident that...

The Next Big Thing In OTT

Why are streaming services becoming ad-supported? With many streaming services choosing to incorporate ads, Disney+ and Netflix recently announced that they plan to do the same. Streaming platforms have become a hot commodity, with 55.1%...

Travel Nose-Dives As Pilot and Airline Staff Shortages Continue

Stranded and scrambling amongst the chaos of demand. With the COVID-19 pandemic, airlines had two years and billions of dollars in government aid to prepare for eager travelers. However, as governments worldwide loosened coronavirus restrictions,...

Ready to Run With the Bull?

Contact Us
Don't miss out!

Let us prove to you how El Toro customers gain an edge with hyperaccurate targeting.




Have our sales team contact you with more information by filling the form out below!
{"cookieName":"wBounce","isAggressive":false,"isSitewide":true,"hesitation":"","openAnimation":"bounceInDown","exitAnimation":"fadeOut","timer":"","sensitivity":"","cookieExpire":"","cookieDomain":"","autoFire":"","isAnalyticsEnabled":false}
Exit mobile version