How much is too much? The impact of advertising on consumer perception and brand recognition

Source of the study:

A study by global advertising technology company Eskimi, which analyzed digital advertising data from more than 180 countries.

Objective:

Investigate how many digital ads Internet users see in different countries and how this abundance of ads affects:

• users’ attention,
• advertising effectiveness,
• and the need for more creative, effective advertising formats.

Solution:

Using anonymized data from advertising platforms and industry databases, the reach of advertisements in 188 countries was analyzed. An analysis was conducted on the volume (frequency) and type (formats) of advertising, and factors influencing the effectiveness of advertising were identified, such as device type, internet connection speed, competition in the advertising market, population size, and digital media usage habits.

Results:

Number of ads per user per day (by country):

• No. 1 Nauru: 1,580 ads per day (1st place worldwide)
• No. 2 Iceland: 1500+ ads per day
• No. 3 Qatar: nearly 1,200 advertisements per day
• No. 4 United Kingdom: 736 advertisements per day

In Latvia – 631 advertisements per day

Average: 1,000 or less in other countries
In Latvia, one internet user sees an average of approximately 631 advertisements per day.
This is less than the global average (1,000), but still a very high number for such a small market. This means that advertising competition is intense, user attention is limited, and ad fatigue is becoming a reality in Latvia as well.

Findings from the study:

• A large volume of advertising does not have a greater impact on the user’s decision-making (purchase).
• Banner blindness emerges – users ignore traditional advertising formats.
• Ad fatigue is growing – repeated ads become ineffective, reducing engagement.
• High-quality, attention-grabbing content is crucial, especially in saturated markets.
• Market understanding is essential – in saturated markets (high ad saturation), the strategy must be changed from “more advertising” to “better advertising.”

Conclusions:

The study reveals that advertising volumes vary significantly not only between large countries but also between small markets. For example, Nauru, a small island with only about 10,000 inhabitants, receives the highest volume of advertising (an average of 1,580 ads per day), which means that there are a lot of ads per user view. This is because more competitors are fighting for advertising space, resulting in intense advertising coverage.
The situation is similar in the Latvian market – although the population is larger than Nauru’s, competition for digital advertising space is growing. This means that the average amount of advertising per user is increasing, and users are being exposed to an overload of advertising. Latvia is also experiencing “ad fatigue” and “banner blindness” – the tendency to ignore advertisements, especially static and frequently repeated ones.
This means that Latvian companies need to think not only about the quantity of advertising, but also about its quality and creativity.
To stand out in an advertising-saturated environment, communication needs to be expressive, tailored to the audience, and visually appealing.

How to stand out in a sea of advertisements? Spredd team recommendations for brands in Latvia

Quality > quantity

You don’t need to shout to be heard – you need to communicate wisely.

• One advertisement conveys one idea – don’t overload the viewer with information.
• Contrast and dynamics – use colors, movement, or composition that draw attention without being aggressive.
• Create emotions, not convictions – use stories to form an emotional connection with the viewer.
• A clear call to action – so that the viewer knows what to do.

Advertising = Content, not distraction

Today’s consumers perceive advertising as part of the content – if it doesn’t interfere, but engages.

• Create campaigns as stories, not advertisements.
• Show people, emotions, and context—not just the product.
• Use native formats – especially TikTok, Reels, YouTube Shorts.
• Adapt content to the relevant platform – one format will not suit all platforms.

Humanity > exaggerated sales

Research shows that ad avoidance occurs when ads sound like ads.

• Communicates in colloquial language – like a person with a person.
• Be authentic – people are attracted to sincerity.
• Don’t push. Invite, demonstrate, let the viewer choose.
• Trust your audience – they will notice quality.

Bonus tip:

Use the contrast effect in advertising!
Most of the content is designed to “fit in” — to be in line with trends. However, the human brain pays more attention to things that contrast and stand out from the norm. Advertisements are more noticeable if they contain an element that interrupts the usual flow and creates an unexpected contrast.