The Importance of Repetition In Advertising

Updated July 7, 2025

This morning while getting ready for work, I turned on my local country station via iHeartRadio app and during the next 30 minutes, I heard the same advertisements no less than four times from Microsoft Office 365 and Sprint.

Nearly every commercial break had the same 30 second spot promoting the flexibility, security, and mobile-friendliness of the software and the former “Can you hear me now?” Verizon guy promoting his switch to Sprint.

But why should an event company care about the advertising tactics of a software company and cell phone carrier? Because both of them did a few things really well with their ads and are lessons that can be applied to any business’s advertising strategy.

Let me break down what both companies did right with their ads. These are the 3 keys to advertising success.

1. The time of day your ad shows to viewers is critical.

The ads ran during the prime commuter time of 7:30 to 8 a.m. as people headed out to work. This maximized the ad’s exposure to Microsoft’s target audience.

It also increased the chances of the product being top of mind when people got out of their cars and walked into their offices. Timing really is everything.

2. Repetition ensures your ad’s message remains sticky.

When I was a kid, my dad had me write out all my spelling words 10 times each so I would remember them. While I hated that the teacher only wanted us to write them out three times, I always got As in spelling. My dad was right. Repetition is the key to retention.

The same applies for effective advertising campaigns. In a world where consumers are bombarded with advertising at every turn (literally when in our cars), swipe or click, your challenge is to both stand out AND be remembered.

So when you’re looking to stick in people’s minds, repeat, repeat, repeat.

Running a single ad, no matter the medium you use, will not deliver the same return as multiple ads.

The single possible exception to this rule is ad spot during the Super Bowl or Olympics, but even then brands have been known to spend money on multiple spots in order to not get lost in shuffle.

3. Change up the placement to get the most ROI for your ad spend

In order to get the frequency you want, or can afford, you may have to forego the original placements you wanted. Don’t sweat it.

Balance your budget to keep your first ad exactly where you want it, timing or location-wise if choosing a digital ad, then let the rest of your placements move around. It’s more important to debut in a strong spot and keep showing up, then to debut in a top spot and never be seen or heard form again.

In order to have your services stay top of mind when your ideal client is ready to start planning, then you need to keep showing up in front of them. Plus, the more ads you run in a publication or digital newsletter, the less each placement will cost.