How to Prevent Creative Fatigue in Your Ad Campaigns | Unity

Summary

Creative fatigue occurs when repeated ad exposure leads to declining engagement. To prevent it, advertisers should leverage the ability to run dozens of creatives per campaign. Key strategies include: (1) Using diverse creatives—multiple concepts and formats (video, playables, mix)—to improve machine learning models that identify high-impact ads.

(2) Optimizing creative rotation: for new games, start with few creatives and add new ones every 3 days; for existing games, launch with up to 30 pre-learned creatives and add increments every 3 days. Ensure each creative gets sufficient impressions for the learning phase. (3) Refresh top performers with incremental modifications (duration, color scheme, theme, characters) rather than replacing them.

This avoids disrupting performance while keeping ads fresh. These practices help maintain engagement and drive growth.