What is the concept of "ad fatigue"?

Ad fatigue refers specifically to the phenomenon where audiences become disinterested or bored with advertisements that they see repeatedly. When the same ad is shown too often or for an extended period, viewers may stop paying attention to it, diminishing its effectiveness. This can lead to reduced engagement, lower click-through rates, and overall decreased performance of the advertising campaign.

Understanding ad fatigue is critical for marketers because it highlights the importance of refreshing ad creative and rotating messages to maintain audience interest. By regularly updating ads, using variations or targeting different segments of the audience, advertisers can better capture attention and keep their campaigns effective. Meanwhile, the other concepts listed, such as production costs, timing of ad displays, and audience targeting, do not directly relate to the emotional and psychological response of viewers that ad fatigue encapsulates.