Ad fatigue occurs when repeated exposure to the same advertisement causes people to pay less attention or respond less. Mailchimp describes it as audiences losing interest after repeatedly seeing the same ads.[1] The concept concerns the response to repetition, not simply a large impression count.
A repeatedly shown product video may become less effective for a store. Examine frequency and response together before replacing it. A falling click-through rate may also reflect a different audience, auction conditions or a weaker offer; that change alone does not prove fatigue. Test a meaningfully different message rather than merely changing a button colour.
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Compiled with AI assistance using public sources. General explanation, not individual legal or tax advice. Describing a concept does not mean Zoloo offers it as a feature.