Ad Fatigue Explained 📉

The Signs To Recognize & How to Avoid Ad Fatigue

Ad fatigue occurs when your audience sees the same ad too many times, causing it to lose impact. This triggers platform algorithms to consider the ad stagnant, limiting its reach. Here are the key metrics we monitor to keep your campaigns fresh and engaging:

#1 - Frequency

Frequency measures how often your ad is shown to the same audience. High frequency can lead to ad fatigue, resulting in diminishing returns.

For example, one of our e-commerce partners saw a 25% drop in ROAS when their retargeting ad frequency exceeded 4 impressions per user per week. By capping frequency at 3 impressions per user per week and rotating creatives, we maintained high ROAS. Monitor this metric closely to ensure your ads stay effective.

#2 - Click-Through Rate (CTR)

CTR shows how compelling your ad is to viewers. A declining CTR can indicate ad fatigue, suggesting your audience is no longer interested in clicking on your ad.

Our analysis of hundreds of campaigns reveals that CTR varies significantly based on factors like platform lifetime volume, ad format (image vs. video), and goal conversion events. For example, a brand launching on Meta might see outbound CTR over 2.5% for purchase campaigns. As spending increases, average CTR naturally decreases. When spending over $1M/month, outbound CTR can drop below 1.0% while maintaining ROAS performance. Set baselines quarterly or monthly to understand what a top-performing CTR should be for your brand and goals.

Regularly updating your ad creatives—tweaking visuals, copy, or CTAs—can help maintain a high CTR. We've seen CTR improvements of up to 30%+ by implementing these creative refresh strategies.

#3 - View Rate

For video ads, a declining view rate suggests audience disinterest, potentially due to repeated exposure. Keeping your content fresh and engaging is crucial for maintaining a high view rate.

We recommend creating multiple video variations with the same core message to avoid audience burnout and keep view rates high.

Key Insights to Avoid Ad Fatigue

If a KPI starts moving in the wrong direction, consider these actions:

  • Broaden Your Audience: Reach new viewers to reduce ad fatigue.

  • Frequency Capping: Prevent audience boredom and maintain interest.

  • New Creatives with the Same Core Message: Present your message in new and engaging ways to keep your ads fresh.

  • Refresh Creatives Every 2-3 Weeks: The more you test, the more you win!

Ready to elevate your ad performance but unsure where to start? Request a demo today to see how top brands like DedCool, Face Reality Skincare, Marie Veronique, Lisa Says Gah Sunday, and others leverage our expertise to optimize ad performance and drive growth.

We’d love to work with you to increase your ROAS and scale growth. As your agency partner, we’ll handle creative strategy, ad strategy, production, reporting, and media buying. You can sit back and watch the wins roll in. Book a consultation!

Paid MediaNikki Lindgren