Understanding Ad Fatigue

Personal Experience vs. Data Analysis:

• Individual Level: Ad fatigue for individuals often manifests as frustration with ads that are irrelevant, unhelpful, or uninteresting. This frustration can arise from seeing the same ad too frequently.
• Advertiser Perspective: From a data perspective, ad fatigue is harder to measure directly. Key metrics like frequency, engagement, and performance curves can provide insights but may not offer a clear answer.

Metrics and Interpretation:

• Frequency: High ad frequency doesn’t necessarily lead to fatigue. Some ads are well-received and can be effective even with high exposure. This varies by the ad’s relevance and appeal.
• Angry Engagement: Increased negative engagement might not always indicate ad fatigue. It could be due to poor ad creative or targeting issues.
• Rate of Results: Performance metrics such as multiple peaks and long tails in results can complicate the understanding of ad fatigue. We can’t conclusively determine fatigue while the campaign is still active because results may fluctuate.

Evaluating Ad Performance:

• Performance Analysis: If an ad stops performing well or doesn’t perform as expected, the primary focus should be on:
• Comparative Performance: Assess which ads are performing better and why.
• Return on Ad Spend (ROAS): Evaluate the return on investment for each ad.
• Ad Optimisation: Continuously replace underperforming ads with better-performing ones to optimise overall campaign performance.

Ad fatigue cannot be determined by data metrics, so instead focus on:

• Performance Comparisons: Identify which ads are more effective.
• ROAS Evaluation: Measure the return on ad spend.
• Ongoing Optimisation: Regularly update and replace less effective ads to maintain campaign efficacy.

Understanding ad fatigue involves considering both qualitative and quantitative aspects, ensuring you adjust your strategy based on comprehensive insights rather than relying on isolated metrics.