What is ad fatigue?

Ad fatigue refers to the phenomenon where consumers become less responsive to advertisements after being exposed to them too frequently over time. This decline in engagement can occur when audiences see the same ad repeatedly, leading to diminished interest and effectiveness. It is crucial for advertisers to recognize ad fatigue, as it can impact the overall success of a marketing campaign by reducing click-through rates and conversions.

Understanding ad fatigue helps marketers adjust their strategies—such as refreshing ad creatives or diversifying their advertising channels—to maintain engagement and avoid overwhelming their audience. This can include rotating ads, altering messaging, or targeting different demographics to keep the content fresh and appealing.