WHEN TO STICK WITH AN AD AND WHEN TO MOVE ON
Does creative really become less effective as people get used to it? Recent research from System11 has helped bust the ‘wear-out’ myth.
The data shows that there is no inherent ‘sell-by-date’ for creative. System1 warns that many brands “are not making the most of their high-performing ads” and “investing too much in their lowest performing creative.”
This finding is echoed in The Research Association’s
