Advertising
Ad Fatigue
Ad fatigue occurs when an audience sees the same advertisement too many times, causing a decline in engagement metrics like click-through rate and an increase in negative sentiment. It erodes campaign performance and can damage brand perception.
Examples
A campaign's click-through rate drops from 2.1% to 0.4% over four weeks as frequency rises to 12, indicating severe ad fatigue requiring creative refresh.
Best Practices
Set frequency caps to limit exposure, prepare multiple creative variations to rotate, monitor engagement decline signals, and build automated rules to swap creatives when performance drops.