Knowledge base · Advertising
Creative fatigue
Creative fatigue is the moment an ad has been seen enough and results drop while nothing else changed.
Every ad has a shelf life. The smaller your audience and the higher your budget, the sooner it is reached. You see it in rising frequency, falling click-through and climbing cost per conversion.
The answer is rarely more budget. It is new material: a different angle, a different opening frame, a different promise. Small variants of the same film help for less time than a genuinely new idea.
That is why creative belongs inside advertising, not beside it. Without a supply of new imagery every good campaign runs dry.
How we do it
We plan creative and media together, so new material is ready before the numbers dip.
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