Definition
What it means.
Creative fatigue is the performance decay that sets in as an audience sees the same ad repeatedly: costs rise and results fall while nothing else changed. It is watched on leading indicators like frequency and first-time impression share, and managed by a refresh pipeline that ships successors before the decay taxes
Worked example
In practice.
A winning video carries an account for six weeks, then costs creep as frequency climbs. The team reviews audience, auction, and conversion changes as well as repeated exposure. Previously tested variants provide candidates for a refresh, but the next creative still has to prove
Where this work happens:
Put it in context.
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