The decline in an ad's performance as the same audience sees it repeatedly, visible as falling CTR and rising CPA at rising frequency. Fatigue arrives faster on social than on search and fastest on small audiences. The remedies are frequency caps, audience expansion, and, above all, a steady supply of new creative.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Creative Fatigue." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/creative-fatigue/