Optimal Ad Exposure

Are You Overexposing Your Audience?

Showing an ad more often typically increases the chance of a store visit—until it doesn’t.

Cuebiq’s latest research shows that for digital campaigns, visit uplift begins to slow around 30 exposures, peaks at 42, and then declines.
That’s the tipping point. Beyond that, repeated exposure triggers ad fatigue, damaging brand perception and driving visits down.

But not all channels behave the same. While digital ads tend to saturate quickly, Out of Home (OOH) campaigns follow a steadier curve. Uplift builds gradually and levels off compared to the sharp decline seen in digital. Because OOH ads blend into the environment and don’t interrupt the viewer, they remain effective even at higher frequencies.

Think about it: repeated mobile ads can feel intrusive, but passing the same billboard on your commute doesn’t trigger the same fatigue. Cuebiq’s data confirms this difference and helps marketers plan more effectively.

Visualize How Your Ad Frequency Impacts In-Store Performance

Cuebiq’s interactive tool brings these insights to life.

Input your CPM, revenue per visit, and ROAS goal to identify your point of diminishing returns.

Are you crossing that line—and driving visits down?

There’s surprisingly little published research on ad overexposure, especially tied to real-world store visits.
Cuebiq’s Optimal Ad Exposure study brings that gap into focus.

Disclaimer: This tool is designed to provide directional insights. While based on Cuebiq’s extensive footfall measurement data, results are not a substitute for full campaign analysis.

When to Pivot and Where to Go Next

If performance is declining, it might be time to stop retargeting and start expanding your reach.

Cuebiq gives you access to new, high-performing audiences and footfall-based measurement to scale into new segments, preserve ROAS, and confidently reallocate spend.