Part of the ad overload problem you’re pointing out comes from the nature of both elections and book releases. They’re both things that happen once and benefit from gaining a lot of momentum in a short period of time (winning the election, getting on best-seller lists). As a consequence:
Ad frequency (how often the same user sees an ad) becomes really high in a short period of time.
There’s not a whole lot of time to do creative / copy testing and optimization, so users are often hit with the same or similar ads.
Ads that are offered on a more ongoing basis can reach users more gradually, making it more likely that they’re not targeted again until 1. a lot of time has passed and 2. the ad content / copy has changed due to optimization over time.
So one takeaway could be finding ways to advertise effectively over time instead of in bursts!
Part of the ad overload problem you’re pointing out comes from the nature of both elections and book releases. They’re both things that happen once and benefit from gaining a lot of momentum in a short period of time (winning the election, getting on best-seller lists). As a consequence:
Ad frequency (how often the same user sees an ad) becomes really high in a short period of time.
There’s not a whole lot of time to do creative / copy testing and optimization, so users are often hit with the same or similar ads.
Ads that are offered on a more ongoing basis can reach users more gradually, making it more likely that they’re not targeted again until 1. a lot of time has passed and 2. the ad content / copy has changed due to optimization over time.
So one takeaway could be finding ways to advertise effectively over time instead of in bursts!