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Creative Decay

Gradual performance decline as audience fatigues on creative.

Related Terms in Creative

Hook
First 1-3 seconds of video that captures attention. Most critical element.
UGC
User-Generated Content. Authentic content from real users, not brands.
Safe Zone
Area of ad creative free from platform UI overlays.
Aspect Ratio
Width to height proportion. 9:16 vertical, 1:1 square, 16:9 horizontal.
Thumb-Stopping
Creative that makes users stop scrolling. Requires pattern interrupt.
Pattern Interrupt
Unexpected element breaking normal scroll behavior to grab attention.
Refresh Rate
Frequency of introducing new creative to combat fatigue.
Dynamic Creative
Ads with interchangeable elements personalized per viewer.

METRIX — Advertising Intelligence Platform