Do you have a way to assess creative fatigue/wearout? If so, how are you identifying it and what tools (if any) are you using?
If you don't measure, how often are you refreshing assets for both linear and digital media?
Great question, and it's one of the most critical factors in managing media efficiency. Yes, we have a rigorous, systematic methodology to assess creative fatigue, which can be formalized through a Creative Efficacy Measurement (CEM) Framework.
We treat fatigue not as a guess, but as a measurable financial drag that requires a 2-pronged approach based on the media channel's velocity (a key point).
1. Identifying fatigue and tools used We do this by monitoring two distinct signal groups for intervention: A) Performance signals | Focus: digital / lower funnel Key indicators: a decline in CTR (~20% is typical) and a correlated rise in CPC. Use platform analytics and Dynamic Creative Optimization (DCO) with frequency scores +6 exposures or more. B) Perception signals | Focus: linear media / upper funnel Key indicators: falling brand KPIs such as awareness, favorability and message clarity. Measuring these typically require 3rd party tools from Neilsen or Kantar LINK AI. These are usually beyond smaller advertisers.
2. Refreshing frequency of creative by channel Creative fatigue rates vary by channel so a equally weighted rotation approach isn't usually adequate. What you can do is: A) Digital / social media | Fatigue velocity = high Refresh approach is to maintain a consistent testing loop with refreshed creative or modifications introduced weekly to get a 95% confidence (days if high volume, months if lower). Rotation is ideally automated and triggered by performance thresholds. B) Linear media / tv, radio, etc. | Fatigue velocity = low The approach here is to maximize the life of high quality assets since there's a greater upfront investment in their creation. Their rotation isn't by the calendar. You'll need to get upper funnel measurement by perception signals to confirm a statistically significant decline.
Content you might like
I am new to leading Marketing Communications for a large Fortune 500 company with 6 different geographies and 5 different product segments. They used to have decentralized Marketing Communications plans and we're building one unified plan next year. Does anyone have a template that has worked well to use to communicate goals/objectives and a high-level overview of KPIs and tactics to use with executives? We have nothing at the moment and would love to not have to start from scratch!
Proven outcomes – Documented success stories and measurable KPIs32%
Implementation confidence – Detailed plan, risk mitigation, and resource readiness42%
Total cost – Clear TCO, price protections, and exit terms41%
Innovation & future readiness – Ability to scale, adapt, and support emerging needs14%
Vendor relationship strength – Cultural fit, governance model, and executive commitment14%
View Results
Has anyone successfully implemented a lead generation widget across their digital ecosystem?
We’re exploring ways to ensure customers can easily get started with us—regardless of where they land on our website. I’d love to hear if others have had success with persistent lead gen widgets or have examples of best practices that helped drive engagement and simplify the entry point. Any insights on placement, design, or integration strategies would be incredibly helpful.
What sets us apart?
No selling.
No recruiting.
No self promotion.
Read Our GuidelinesTrusted peer advice and insights for technology professionals.
Great question, and it's one of the most critical factors in managing media efficiency. Yes, we have a rigorous, systematic methodology to assess creative fatigue, which can be formalized through a Creative Efficacy Measurement (CEM) Framework.
We treat fatigue not as a guess, but as a measurable financial drag that requires a 2-pronged approach based on the media channel's velocity (a key point).
1. Identifying fatigue and tools used
We do this by monitoring two distinct signal groups for intervention:
A) Performance signals | Focus: digital / lower funnel
Key indicators: a decline in CTR (~20% is typical) and a correlated rise in CPC. Use platform analytics and Dynamic Creative Optimization (DCO) with frequency scores +6 exposures or more.
B) Perception signals | Focus: linear media / upper funnel
Key indicators: falling brand KPIs such as awareness, favorability and message clarity. Measuring these typically require 3rd party tools from Neilsen or Kantar LINK AI. These are usually beyond smaller advertisers.
2. Refreshing frequency of creative by channel
Creative fatigue rates vary by channel so a equally weighted rotation approach isn't usually adequate. What you can do is:
A) Digital / social media | Fatigue velocity = high
Refresh approach is to maintain a consistent testing loop with refreshed creative or modifications introduced weekly to get a 95% confidence (days if high volume, months if lower). Rotation is ideally automated and triggered by performance thresholds.
B) Linear media / tv, radio, etc. | Fatigue velocity = low
The approach here is to maximize the life of high quality assets since there's a greater upfront investment in their creation. Their rotation isn't by the calendar. You'll need to get upper funnel measurement by perception signals to confirm a statistically significant decline.