Creative fatigue
Also called: ad fatigue
Creative fatigue is when an ad's results decline because the audience has seen it too many times.
Signs are a rising frequency, a falling CTR and hook rate, and a rising CPA on an ad that used to work. The fix is new creative, not new targeting: fresh hooks, a different format or a new actor on the same proven message. Short-form placements burn through creative faster than most, which is why brands try to launch new ads every week.
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Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.