What does ad fatigue refer to?

Ad fatigue refers to the decline in an ad's performance over time as audiences become accustomed to seeing the advertisement repeatedly. When users see the same ad too frequently, they may start to lose interest or even become annoyed, leading to decreased engagement and effectiveness of the ad. This phenomenon is particularly relevant in digital advertising, where consumers often encounter the same messages across various platforms.

Recognizing ad fatigue is crucial for marketers, as they need to continually refresh their advertising strategies and creatives to maintain audience interest and engagement. This often involves changing the ad's visuals, wording, or targeting strategies to revive interest and improve performance metrics. Therefore, addressing ad fatigue can help ensure that advertising remains effective in driving conversions and reaching marketing objectives.