Repeating your standout ads finds fresh prospects each day

When American Express rolled out its “Do you know me?” campaign in 1975, the ads didn’t vanish after a single run. They resurfaced month after month, across magazines and billboards, with slight tweaks but the same core message. Over time, more readers and commuters encountered the familiar face of the card, each new encounter building recognition.

Research at Ogilvy & Mather showed that every fresh repetition of a proven ad acts like a radar scan, finding prospects who haven’t seen it before. In one test, readership of the same ad held steady through at least four repeats in the same magazine—no fatigue, just fresh engagement.

Companies often ditch an ad as soon as it “feels old.” But the smartest marketers see each rerun as a chance to reel in new customers entering the market. It’s a long-term game, not a one-and-done gamble.

By committing to a repeat schedule and watching your metrics, you can squeeze every last drop from your best work. New eyes on the same ad mean new leads, not wasted dollars.

Start by digging into your performance reports and picking the ad with the highest lift. Then map out four back-to-back placements—whether in print, online, or on air—so you cover a fresh slice of your audience each time. Keep an eye on your response rates; once they start trending down, you know the ad has played its course. Until then, let that star ad keep drawing in new prospects. You’ll be surprised how many you find. Give it a go next week.