Do you have a way to assess creative fatigue/wearout? If so, how are you identifying it and what tools (if any) are you using?  If you don't measure, how often are you refreshing assets for both linear and digital media?

We track creative fatigue mostly through performance trends. Once engagement or CTR starts dipping while spend and audience remain stable, it’s usually the first signal. We also look at frequency caps to see when people are seeing the same asset too often. We’re not using any advanced tools yet, so we refresh digital assets every 3–4 weeks and rotate linear creative on a set schedule to keep things fresh

La forma de evaluar la fatiga es el base al rendimiento y entrega de tareas programadas + inniciativas presentadas. No es necesario que las iniciativas sean fuera del proyecto en el que están trabajando, por ejemplo cuando las personas presentan iniciativas de mejoran dentro del proyecto que desarrollan, quiere decir que están atentos y comprometidos con su trabajo, tan concientes que presentan soluciones nuevas, que suman a eficiencia y/o calidad. También tiene mérito presentar ideas sobre proyectos nuevos o sobre proyectos de otro equipo, pero en ese momento inicia una etapapa de observación para saber si sigue creciendo o es un grito de fatiga o cansancio mental. Esto lo hacemos revisamos cada mes en un 1:1 con el equipo de cultura organizacional los estados de desarrollo de cada miembro del equipo. Lo hacemos cada mes porque 15 minutos mensuales en 12 meses nos permiten tener el radar las necesidades del equipo y no solo el fin de año, también con esto evitamos perdernos solo KPI´s numericos.

Gracias por la oportunidad de compartir.

Great question, and it's one of the most critical factors in managing media efficiency. Yes, we have a rigorous, systematic methodology to assess creative fatigue, which can be formalized through a Creative Efficacy Measurement (CEM) Framework.

We treat fatigue not as a guess, but as a measurable financial drag that requires a 2-pronged approach based on the media channel's velocity (a key point).

1. Identifying fatigue and tools used
We do this by monitoring two distinct signal groups for intervention:
A) Performance signals | Focus: digital / lower funnel
Key indicators: a decline in CTR (~20% is typical) and a correlated rise in CPC. Use platform analytics and Dynamic Creative Optimization (DCO) with frequency scores +6 exposures or more.
B) Perception signals | Focus: linear media / upper funnel
Key indicators: falling brand KPIs such as awareness, favorability and message clarity. Measuring these typically require 3rd party tools from Neilsen or Kantar LINK AI. These are usually beyond smaller advertisers.

2. Refreshing frequency of creative by channel
Creative fatigue rates vary by channel so a equally weighted rotation approach isn't usually adequate. What you can do is:
A) Digital / social media | Fatigue velocity = high
Refresh approach is to maintain a consistent testing loop with refreshed creative or modifications introduced weekly to get a 95% confidence (days if high volume, months if lower). Rotation is ideally automated and triggered by performance thresholds.
B) Linear media / tv, radio, etc. | Fatigue velocity = low
The approach here is to maximize the life of high quality assets since there's a greater upfront investment in their creation. Their rotation isn't by the calendar. You'll need to get upper funnel measurement by perception signals to confirm a statistically significant decline.