| Abstract [eng] |
In this thesis, the moderation of static banner ad frequency on social media pages is explored in terms of memory retention and user engagement concerning the importance of ad frequency in terms of memory recall without the detrimental effects of ad frequency. Based on theoretical frameworks like the Effective Frequency Theory and the Wear-In/Wear-Out Model, the work raises questions about how different forms of ad exposure can affect user behavior. A qualitative research approach was adopted, and focus group interviews were conducted with 12 performance marketing professionals with specific experience in Facebook Ads. Using the Saunders Research Onion framework as the theoretical framework, stakeholder demographics, timing and content, and ad personalization are critical aspects explored regarding the performance of the ads. Steady key learnings indicate that best ad recall occurs at three to five exposures weekly, after which it drops due to PAS and ad fatigue. One astonishing factor is the role of demographics: younger people are more receptive to ads with a playful touch, and with high frequency for older people, repetitive ads work much better. This is most probably the reason why the seen ads during peak visibility times, like early evening times or on weekends, have better recall than others. Clarity of advertisement layout plays an important role in its performance degree; smooth and good-looking commercials improve memorability and credibility, while their complicated layouts tend to discourage the user. Targeting comes out as important because when the ads are targeted at a particular consumer’s interests, and these ads are run more frequently, the consumer is not likely to get bored even when he remembers the ads. The thesis presents recommendations for marketers with a specific focus on such aspects as frequency capping, content, and data-driven personalization. These insights will be particularly useful to organizations that may wish to understand how they can overcome the difficulties of reaching audiences in a crowded digital advertising environment and how to achieve sustainable audience connection and advertising effectiveness. |
