# Creative fatigue

> Creative fatigue is when an ad's results decline because the audience has seen it too many times.

Canonical: https://use-addy.site/glossary/creative-fatigue
Last updated: 2026-10-26

Also called: ad fatigue

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.

## Related

- [Creative fatigue: signs and fixes](https://use-addy.site/blog/creative-fatigue)
- [Frequency](https://use-addy.site/glossary/frequency)
- [Creative testing](https://use-addy.site/glossary/creative-testing)
- [Winner variation](https://use-addy.site/glossary/winner-variation)