Studies have shown the length of time a campaign remains effective is not necessarily the result of too much frequency but rather the creative copy. Some of the many factors that may shorten or lengthen the effective life of an ad are:
The complexity and relevance of the message, as well as the style used to communicate to a consumer have an impact on the length of effectiveness. While intriguing ads gain the most attention in the short term, if the message is too difficult to grasp or too obvious, the "life" of the ad may be much shorter.
Some product groups are more sensitive to consumer apathy than others.
The target audience has a bearing on the duration of an ad's usefulness. An ad aimed mainly at adults might have a quick wearout factor among teenagers.
Multiple billboards can be effective during a sustained advertising period. Multiple ads and relatively short posting times can be used to prolong the ad's life.
Studies have shown that Outdoor can sustain awareness even after the campaign has ended. Up to six weeks after the campaign has ended there is no significant drop in awareness.
Competition pressures can affect an ad's longevity. It is important to differentiate the creative style of two competing products.