Even the best display ad needs a break now and then. Part of running a successful ad campaign is knowing you when you need to refresh creatives to get the most from your ad experience.

Marketing Zeus actually has a great infographic posted to help you see The Big Problem of Ad Fatigue. In this, it explains the common problem of marketers who are getting a low result try to amp up their progress with more ads served online. The problem is this often backfires- it comes off as spam and customers are starting to show ad fatigue for this overload of marketing.

66% of customers feel they are hit with too many online ads and 66% say their view of a brand is affected by too many ads. In addition to oversaturation, there is the problem of mobile sensitivity and invasion of personal space. Ads are everywhere and people start to feel like they are being hit from every direction.

The good news is customers are still listening and there are certain types of messages and advertising that they are most likely to respond to. These include:

  • Ads tailored to their personal interests
  • Location-specific promotions (using geo-targeting)
  • Messages with interesting phrasing
  • Contextually relevant messages
  • Well times messages and promotions

One way you can fight ad fatigue is by refreshing your creative design and the specific types of ads you display. Here are some reasons to do this and how it will affect your brand positively.

Some reasons that you may want to develop new creatives for your campaign:

Change of season

Having a seasonal message like “get ready for summer” or “happy holidays” can help keep your offering more relevant to viewers, but this requires revising the creative so that it does not appear dated. ReTargeter blog talks about why you should rotate your ads when retargeting:

One of the key best practices for retargeting is rotating the ads you show your retargeted users.  Retargeting’s greatest strength is its ability to keep your brand top of mind as your users browse the web.  However, retargeted ads become significantly less effective if you serve up the same ad creative month after month.


Creating a limited time offer can help boost sales by making the special seem more urgent.  But it loses credibility if you run it all the time. Be particular about when you will run a promotion and why. Consumers will feel like they are getting in on a special deal (because they are).

Ad fatigue

If viewers see the same ad with a high amount of frequency, there is a potential for the message to get stale. Haven’t we all seen the same ad over and over again online? Or what about that television commercial that you used to think was funny but now it’s annoying because they play it way too often?

There is no hard and fast rule on this

Just as you would not change the sign on your storefront every year, an ad running purely for brand awareness can go a long ways. Sometimes just a simple banner that reminds consumers of who you are and what  you’re about will get the job done and keep you fresh in their minds.

Good media planning can help reduce ad fatigue

By targeting ads so that they are highly relevant to the viewer, people are less annoyed by continuing to see them. When you’re sharing something with them that they already have an interest in, it reduces ad fatigue. Have you noticed before that different television networks will play different commercials based on the overall theme of the network? For example, Lifetime will run different types of commercials than Spike TV. The idea is to target the commercials to the type of person viewing. Online advertising works the same way.

As you can see, reducing ad fatigue is important to a successful marketing campaign but it doesn’t have to be as difficult as you might think once you learn how to do it correctly. More isn’t always better in advertising and rather than getting more ads and more ad space, you sometimes just need to re-evaluate what messages you are putting out there and how.

What experiences have you had with refreshing your creatives? How did this impact your campaign?