What is the consequence of ad fatigue in campaigns?

Ad fatigue refers to the phenomenon where consumers see the same advertisements repeatedly, leading to a decrease in their attention and engagement. As audiences become desensitized to an ad, they are less likely to respond positively, which diminishes the overall effectiveness of the campaign. This results in a lower return on investment for advertisers, as their messaging fails to resonate with the target audience over time.

Ad fatigue manifests in several ways, including decreased click-through rates, declining conversion rates, and ultimately, a drop in sales or brand interest. To counteract ad fatigue, marketers often need to refresh ad creatives, diversify their messaging, or shift to different platforms to rekindle consumer interest.