Spaced Frequency in Advertising – A cognitive learning practice
Spaced Repetition is one of the cognitive learning science practices which is applied to master a content or topic. Studies show that usual study practice of exposing to learning materials one time and expect to remember forever that is not how our brain is wired. As you may have guessed, spaced repetition involves repeating what you are trying to retain over a period of several days/weeks. Research has shown that repeating something twenty times over the course of one day is less effective than repeating something ten times over the course of a week. This is because the brain needs time to form the synaptic structure and connections surrounding the new information before it is consolidated into long-term memory. Probably we forget the 70% materials by next day. Ever heard of the forgetting curve? It’s the chart that shows what human beings can remember plotted against time – as it time flies by, what we can recall of an event declines but eventually stabilizes as it settles into long-term memory.
Research tells us that memories start to decay immediately after they’re formed. That decay follows a curve that is very steep at the beginning (the steepest rate of decay occurs in the first 24 hours) and levels off over time. In a controlled experiment, Nielsen tested the memorability of 49 video ads immediately after consumers were exposed to them in a clutter reel, and we tested that memorability again the day after exposure (among a separate group of people). Levels of branded recognition had fallen nearly in half overnight. This isn’t just happening in the lab: Nielsen’s in-market tracking data show similar patterns.
Does this rapid decay of memory spell doom for the ad industry? Not at all. The fact that a specific memory can’t be recalled doesn’t mean that it’s fully gone. For one, relearning explicit information that is almost fully forgotten is much faster than learning it the first time around. Practice (repetition) indeed makes perfect—and can help create durable memories. In addition, the most striking revelation of a decay curve is not the steep decline at the start, but rather the leveling-off that occurs over the long term. We studied brand memorability decay over a longer period of time for a number of digital video ads recently, and while recall dropped for all ads by 50% in the first 24 hours (as was the case in our earlier study), it still stood at that same 50% level five days later for half of the brands.
Spaced Repetition is a test and tried concept in learning and same principles apply for advertising when it comes to how many advertising impressions [Spaced Repetition] does it take before an individual will recognize the message and/or brand.
Research has shown that it takes the average consumer 8 impressions, or viewing of your marketing before they start to feel as if they know you and trust you. The fundamental principle is that it takes eight ‘impressions’ until you are alive in someone else mind, i.e. until they feel connected to you and trust you.
“An Atlas DMT study reveals that a solid third of all online ads are being served up to viewers who’ve already seen them at least nine times. However, after five impressions (the same person seeing your ad five times) response plummets.”New research, led by cognitive scientist Mark Changizi of Rensselaer Polytechnic Institute, could shed light onto the dubious effects of advertising on the human psyche. His results, published in Perception, show why direct exposure to repeated ads increase consumer preference for those products and is most significant for advertisements which consumers are the least aware of even having seen. The more times people see an ad, the more likely it is to have an impact. The optimal number seems to change based on the industry and creative effectiveness, but results seem to indicate that a frequency of five impressions per target is the most efficient.”
How often must consumers be exposed to product or brand advertisements before information relevant to the consumers’ purchase decision is encoded, stored in memory, and made available for retrieval?
When it comes to viewed impression and consider the frequency plays a big part in the duration between the impressions.Not 8 impressions at once or within a few days. Spaced repetition cam be applied to estimate the impression frequency in order to create a long lasting memory of the brand.
Application of spaced repetition is not in the general advertising context; the application can be extended to personalized marketing communication, spaced repeated impressions would be better than continuous intrusion via different mediums. Instead of soiled-channels and reaching via individual channels when the customers are present; it would be more appropriate effective spaced frequency being calculated in.