Definition
Creative fatigue is the drop in ad performance as the same audience sees an ad too often.
Category: Paid media · Updated 1 Oct 2026 · BLITZ Campaign editorial
How do you spot creative fatigue?
Rising frequency, falling hook rate or CTR, and rising cost per purchase on the same ad. Check whether the audience, offer or measurement changed too.
How do you prevent it?
Ship new variants every week through a creative testing campaign, so a fresh winner is ready before the old one fades.