Age of Ad Fatigue: Where Should Your Next Investment Go?
Over the past few years, many brands have heavily relied on SEM (paid search and digital advertising) as their main engine for traffic and conversions. But shifts in user behavior and rising platform costs have raised a critical question: Is more spending still delivering better results?
Rising Costs, Lower Returns
According to Skai.io, the average CPM on Meta increased by 17% between 2023 and 2024. WordStream reports a 13% rise in Google Ads CPCs across competitive industries during the same period. Meanwhile, click-through rates are declining—a clear sign that performance isn't keeping pace with spend.
But the real issue isn’t just financial—it’s structural.
Welcome to the Age of Fragmented Attention
In 2024, the average person sees over 6,000 digital ads per day (Forbes).
On platforms like TikTok and Instagram Reels, attention spans have dropped below 2 seconds per post (Meta IQ).
And in Latin America, 47% of users say they feel overexposed to the same ads repeating over and over (Kantar LATAM 2024).
This leads to ad fatigue—a state where users stop noticing or engaging with ads, regardless of how well they’re targeted.
So, What’s the Alternative?
This is where SEO (Search Engine Optimization) regains strategic value. Not as a long-term side project, but as a sustainable, cost-efficient driver of qualified visibility.
While SEM gives you immediate traction, SEO:
- Captures intent-rich traffic organically
- Avoids user fatigue and overexposure
- Builds lasting visibility that isn’t subject to ad auction volatility
- Lowers customer acquisition cost over time
Finding the Right Balance
At Skid, we believe the real opportunity lies in a hybrid approach:
Use SEM for targeted acquisition and short-term testing, and SEO to build authority, trust, and visibility that compounds over time.
In an era where attention is scarce and trust is even scarcer, brands that invest in being found—not just seen—will gain a lasting competitive edge.
Need to rethink your digital strategy?
We help brands combine performance marketing with long-term organic growth. Let’s talk.
