What is Ad Fatigue?

Ad fatigue is when an advertiser’s target audience loses interest in their ads. When this happens, the advertiser will see their performance go down. They will see less results on the same ad spend.

How does one identify ad fatigue?

Throughout the campaign, the advertiser should monitor the performance of the marketing campaign. If they notice the performance going down over time, this may be a sign of ad fatigue. Metrics to look out for are click-through rate (CTR) and frequency.

How does one prevent ad fatigue?

The advertiser should stop showing the same ads to the same people. They will need to change something. They can change any of the following:

• The targeting
• The content
• The creative (the visual, if using display advertising)
• Introduce a frequency cap