Even great creative wears out. The same ad shown too many times loses impact. Recognizing and addressing creative fatigue maintains CTV performance.
What Is Creative Fatigue?
Creative fatigue occurs when:
- Viewers have seen your ad multiple times
- Response rates decline
- The ad no longer captures attention
- Performance metrics drop despite consistent media
It’s not that the ad is bad. It’s that it’s been seen too much.
Warning Signs of Fatigue
Primary Indicators
| Metric | Fatigue Signal |
|---|---|
| Verified visit rate | Declining week over week |
| Conversion rate | Declining from baseline |
| Completion rate | Slight decline (harder to detect) |
| Branded search | Plateauing or declining |
Secondary Indicators
- High frequency (8+ per household)
- Campaign running 6+ months unchanged
- Same creative across all segments
- Declining cost efficiency (CPL rising)
Pattern Recognition
Fatigue typically shows:
- Initial performance (months 1-2): Strong
- Mid-campaign (months 3-4): Stable
- Fatigue onset (months 5-6): Declining
- Deep fatigue (months 6+): Significant decline
Frequency and Fatigue
Frequency = average times each household sees your ad
| Frequency | Status |
|---|---|
| 3-5 | Building recognition |
| 5-8 | Optimal range |
| 8-12 | Watch for fatigue |
| 12+ | Likely fatigued |
High frequency accelerates fatigue. If you’re hitting 10+ frequency, creative refresh is urgent.
Refresh Strategies
New End Card: $2-5K
Timeline: 1-2 weeks. Change CTA, phone presentation, logo animation, tagline. Keeps core creative, updates final impression.
New Opening: $5-10K
Timeline: 2-3 weeks. Change first 5 seconds, opening hook, new B-roll intro. Recaptures attention where it matters most.
B-Roll Refresh: $5-12K
Timeline: 2-4 weeks. Keep core message and audio. Replace supporting footage. Same message feels new.
New Concept: $15-35K
Timeline: 6-8 weeks. Complete new creative: storyline, visual approach, emotional angle. Required every 18-24 months.
Refresh Timing
Proactive Schedule
| Refresh Type | Frequency |
|---|---|
| End card update | Every 6 months |
| Opening/B-roll refresh | Annually |
| New concept | Every 18-24 months |
Reactive Triggers
Refresh immediately if:
- Verified visit rate drops 20%+ from baseline
- Frequency exceeds 12
- Same creative running 8+ months
- Performance declining 3+ consecutive weeks
Creative Rotation
Running multiple creatives extends lifespan:
Two-Creative Rotation
- Creative A and B alternate
- Each reaches lower frequency
- Fatigue delayed
- 32% higher conversion than single creative
Three+ Creative Rotation
- Greater variety
- Lower per-creative frequency
- Enables testing
- Requires higher creative investment
Rotation Strategy
| Budget | Recommended Creatives |
|---|---|
| $25K/month | 2 |
| $50K/month | 2-3 |
| $100K+/month | 3-4 |
Testing During Refresh
Use refresh as testing opportunity:
A/B Test Approach
- Run fatigued creative (A) alongside new creative (B)
- Equal impression split
- Measure performance difference
- Phase out underperformer
What to Test
- Different emotional angles
- Different hooks
- Different calls to action
- Different differentiation points
New concepts that test well become your next primary creative.
Budget for Refresh
Plan creative refresh into annual budget:
| Annual Media Budget | Creative Refresh Budget |
|---|---|
| $300,000 | $20,000-30,000 |
| $500,000 | $30,000-45,000 |
| $750,000 | $40,000-60,000 |
| $1,000,000+ | $60,000-80,000 |
This covers:
- One major refresh or new concept
- Two minor refreshes
- Testing variations
Preventing Fatigue
Frequency Caps
Limit impressions per household:
- 2-3 per day maximum
- 8-10 per week maximum
- 25-30 per month maximum
Caps extend creative lifespan.
Audience Rotation
Rotate targeting to reach new households:
- New zip codes
- New behavioral segments
- Conquest audiences
Fresh audiences haven’t seen your creative.
Platform Diversification
Different platforms = different audiences:
- Hulu viewers differ from Tubi viewers
- Platform mix reduces same-person frequency
Measuring Refresh Impact
After launching refreshed creative:
Week 1
- Confirm delivery
- Monitor completion rates
- Watch for technical issues
Weeks 2-4
- Compare verified visit rates to previous creative
- Monitor conversion rates
- Assess audience response
Month 2+
- Calculate performance improvement
- Determine if additional refresh needed
- Plan next refresh cycle
Success Metrics
| Metric | Good Refresh Result |
|---|---|
| Visit rate | Returns to or exceeds baseline |
| Conversion rate | Stable or improved |
| CPL | Stable or improved |
| Branded search | Stabilizes or grows |
For complete creative strategy, see the CTV creative guide.
References
- IAB & Innovid. (2022). CTV takes center stage: 2022 video benchmarks. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf