Definition
The canonical answer.
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 the budget.
Worked example
In practice.
A winning video carries an account for six weeks, then costs creep as frequency climbs. Because the team tracked fatigue signals, iteration variants were already tested and the next winner promotes the day the incumbent tips, so the account never trades performance for nostalgia.
Where this work happens: Paid Advertising
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