Ad Fatigue

Definition:
Ad fatigue occurs when users are repeatedly exposed to the same advertisement, leading to reduced engagement, declining performance, and eventually ad blindness.

Why it matters:
When ad fatigue sets in, click-through rates drop and cost per acquisition rises, reducing the overall return on ad spend (ROAS). It’s especially common in high-frequency or narrow-targeting campaigns.

How it happens:
Ad platforms serve the same creative multiple times to the same users within a short time frame. Without variation in creative or audience rotation, engagement naturally declines.

Best practices:

• Rotate ad creatives every 1–2 weeks

• Use frequency capping to control impressions per user

• A/B test variations to prolong engagement

• Expand audiences to reduce repetition