Creative Fatigue
Creative fatigue is a quantifiable phenomenon where ad performance metrics (like CTR, conversion rate, or ROAS) deteriorate as target audiences become overexposed to the same creative assets. This decline typically follows a predictable decay curve that accelerates with increased frequency and audience saturation. The impact varies by channel, format, and audience but generally manifests through decreased engagement and increased costs.
Definition
Creative fatigue is a quantifiable phenomenon where ad performance metrics (like CTR, conversion rate, or ROAS) deteriorate as target audiences become overexposed to the same creative assets. This decline typically follows a predictable decay curve that accelerates with increased frequency and audience saturation. The impact varies by channel, format, and audience but generally manifests through decreased engagement and increased costs.
Examples
CTR declining 60% over 3 weeks with frequency exceeding 5 exposures per user
CPA increasing 40% after 2 weeks of unchanged creative in high-frequency retargeting
Engagement rates dropping below 50% of initial performance after audience reaches 80% saturation
Supplemental Resources
- 📚[Data]
