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Ad Fatigue Definition
Ad fatigue occurs when users are repeatedly exposed to the same advertisement, causing them to ignore it or develop negative associations. Overexposure reduces click-through rates (CTR), conversions, and overall ad effectiveness, often signaling it's time to refresh creatives.
How Ad Fatigue Works
- The same ad creative runs for an extended period or shows too frequently to the same users.
- Users become desensitized, ignoring or skipping the ad.
- Engagement and performance metrics drop.
- Advertisers rotate creatives, adjust frequency caps, or change targeting to combat fatigue.
Example of Ad Fatigue
An e-commerce brand runs the same display banner for weeks. Initially, CTR is high, but over time, impressions increase while clicks decline.
Why Ad Fatigue Matters in Advertising
- Lowers campaign ROI by reducing engagement and conversions
- Can harm brand perception if ads become annoying
- Regular creative refreshes maintain campaign performance
- Managing fatigue improves efficiency and extends audience responsiveness
