top of page

Show your ads to frequent buyers, because ads remind them to buy

2 days ago
4 min read

Updated: 17 hours ago

Public-domain art plate: Redouté — Rosa gallica regalis, Les Roses (1817-1824)
Rosa gallica regalis is a plate by Pierre-Joseph Redouté from Les Roses (1817-1824). You know a familiar flower immediately. An ad for a brand that you buy has the same effect.

An ad works best on the people who already buy your product, because it reminds them of a good past experience.


The study. Economists from Oxford, Bocconi and Harvard compared TV ads with the weekly purchases of more than 60,000 US households. They studied the top 2 brands in 20 categories with many ads, such as cola, beer, cereal and diapers, from 2016 to 2019.


The finding. Ads had more than 2 times the effect on households that bought the brand often. An average Coke buyer needed about 166 seconds of Coke ads in a week to buy 1 extra can. A very frequent Coke buyer needed only 44 seconds.

        Want to read more?

        Subscribe to plaintalkbusiness.com to keep reading this exclusive post.

        bottom of page