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What is ad fatigue?

Bridget Johnston November 12, 2020

Let’s look at a hypothetical situation.

Your brand, or your agency, has been running a campaign on Facebook and Instagram. It starts off with a bang. Engagement is high. CPC is low. Your Facebook ads are really resonating with consumers. After a week or two though, things slow down. Your CTR drops and your CPL skyrockets. 

What’s happened? And does this sound familiar? 

Ad fatigue is happening more quickly than ever. This could be due to more time spent online, waning attention spans and increased competition in the digital advertising space.

Here are three ways your brand or agency can identify, and ultimately combat, fatigue in your campaigns.

Facebook ad lifecycles are too long.

Consumers engage with fresh content. And unfortunately, advertisers are running campaigns for far too long. Creative lifecycles need to get shorter to keep up with their audiences.

A creative lifecycle is how long a campaign or ad is running. Lots of variables affect the length of ad lifecycles, including subject matter, objectives and audiences. At the same time, every industry has a different length of time their ads run on average. 

While the average creative lifecycle for Facebook and Instagram campaigns is 36 days… Top-performing advertisers are updating campaign creative every 10.4 days. 

This tells us that after 10.4 days, consumers grow wary of repetitive creative and begin to disengage with campaigns. Marketers need to be proactive with their ad creative and plan to update content more frequently.

Marketing teams aren’t using data in the most efficient ways. 

Marketing teams have no time or money to lose on testing. Now’s the time to use data and artificial intelligence to predict what will perform, before campaigns begin. 

With billions of data points available to inform direction and keep ads at peak performance, marketers can: 

  • Understand the entirety of their historic ad data, and know what will and won’t pay off for future campaigns.
  • Predict what creative– including copy, colors, imagery and more– are expected to provide the highest returns for their audiences and objectives.
  • Keep in-flight ads performing well, by continuously monitoring and optimizing targeting and spend, based on consumer behaviors.

The wealth of data at every marketer’s fingertips is too much to process without AI’s assistance. Finding the right tools to manage ads will keep campaigns effective for longer. 

It’s time to say goodbye to “best practices.” 

Best practices often lead to average results. That’s because everyone is following best practices.

How do brands find breakout content and winning creative? 

It’s possible to unlock the creative content that’ll drive performance for your brand by taking a deep dive into your historic ad data. Like mentioned above, analyzing advertiser data will clue you into upcoming trends and outliers to drive success for your brand. 

The 2021 Creative Forecast Report offers 10+ pages of these trend predictions for next year. You can download it for free here, and use its data-backed insights to inform creative direction for your most successful year yet.