One of the most annoying experiences online is getting hit for months with ads for something you already bought. Advertisers hate this problem, too, but they’re often ineffective in preventing it.
In a June survey of 82 senior marketing executives worldwide conducted by The CMO Club and Thunder, 78% of respondents said it is “inexcusable” for consumers to keep receiving ads for products they already bought. However, 60% were not confident in the accuracy of the reports they receive on ad frequency. Without really knowing how many times people are seeing a given ad, it’s difficult to prevent a user from seeing an ad too many times, or even worse—from seeing ads for stuff they just bought.
More than three-fourths of the 1,000 US consumers surveyed by Nanigans in March said they see too many retargeting ads from the same retailer.