20/10/2026
Creative fatigue is a growing challenge. But producing more ads isn’t necessarily the answer. 👀
At SBC Summit Lisbon 2026, our Head of Partnership Success, Kseniia, took part in the “Creative Fatigue: Why Ads Stop Working Faster Than Ever” panel at Affiliate Leaders by SBC & Conversion Conf.
Together with Meta and PropellerAds, we explored a growing challenge in performance advertising: as successful campaigns scale faster, audiences reach saturation sooner, shortening the lifespan of winning creatives.
Creative fatigue goes beyond how often an ad is shown. Audience intent, GEO, placement, ad format, and timing all influence performance. The same creative can deliver strong results in one environment and underperform in another, making distribution strategy just as important as creative production.
AI adds another dimension. Generative tools have made producing ad variations faster and cheaper, but greater creative volume doesn’t guarantee better results. As AI-generated content becomes increasingly similar, standing out and maintaining audience relevance become even more critical.
The real challenge is no longer just producing creatives faster, but knowing how to test, distribute, and adapt them to sustain performance.
Thanks to Meta and PropellerAds for sharing their perspectives and contributing to such an insightful conversation!
