Creative burnout
Creative burnout is a drop in CTR and an increase in CPL due to the fact that the audience has seen the ad too many times. Treated by rotation of creatives.
Creative burnout is a drop in advertising effectiveness due to the audience seeing the ad too many times. CTR is creeping down, CPC and CPL are creeping up, although nothing has been changed in the campaign.
The mechanics are simple: the first time the creative is catchy, the fifth time it’s background, the tenth time it’s annoying. Ads burn out especially quickly in narrow audiences and in retargeting, where the same people see ads over and over again. The narrower the audience, the faster fatigue sets in.
Burnout is treated with rotation. I don’t keep just one creative, but a pool of several and regularly mix in new ones, without waiting for the old one to “die.” The signal for replacement is an increase in the frequency of impressions along with a drop in CTR. This, by the way, is a common point in diagnostics when “advertising has stopped working” - checklist.
Frequently asked questions about Creative burnout
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