# Creative Fatigue

Canonical: https://seangarschi.com/glossary/creative-fatigue

**When an ad's audience has seen it enough times to stop responding.**

Creative fatigue is the decline in an advertisement's performance caused by repeated exposure within a target audience. It shows up first as rising cost per acquisition at stable spend, and later as falling click-through.

The correct response is to rebuild the winning concept in a new format before the decline appears, not after. Waiting for the metrics to confirm fatigue means spending through the entire decline first.

Source: https://seangarschi.com/glossary/creative-fatigue
Contact: start@growthr.com