Creative fatigue
DefinitionGrowth
Creative fatigue
The decay in an ad's performance as its audience sees it too many times: frequency climbs, CTR and hook rate slide, CPMs and CAC creep up. The platform is telling you the audience is done with this creative - the cure is new work, not more budget.
Evidence from the library
Audiences don't tire of repeated creative formats before creators do - entrained patterns are why people keep watching.PrincipleThe advertising Doom Loop - performance budgets, plateauing effect, faulty metrics, repeatPrincipleShort-termism, not a failure of creativity, is what eroded the creative advantageWarningThe CMO doom loop: stalled growth triggers a shift to cheap media and agencies, which locks in low growth until the CMO is replaced in about three years and the cycle repeats.WarningCreative fragmentation - the creative twin of a media problem the industry documented years agoPrinciple
Source
Marketing Definitions
standard paid social practice
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