How Often Do You Need to Update Your Ad to Avoid Ad Fatigue?

If you’ve ever wondered how frequently you should update your advertising — whether it’s a digital campaign, print ad, or video spot — you’re asking a question that many marketers face. Media expert Phil Cooke often hears this concern, and his advice offers a valuable reminder: sometimes, sticking with what’s working is better than changing too soon.

Repetition Can Strengthen Recognition

Marketing thought leader Seth Godin once said, “Repetition builds trust.” In a world overflowing with content, people are exposed to thousands of messages each day. As Cooke points out, your ad needs repetition to stand out and make an impact. When done effectively, repeating your message helps audiences remember who you are and what you offer. It is less about annoyance and more about building familiarity.

Don’t Pull the Plug Too Early

It’s natural for your team to get tired of seeing the same ad over and over, especially after countless planning sessions and edits. But as Cooke explains, by the time you’ve watched your campaign 20 times, most people have only just begun to notice it. The key takeaway? Don’t let your own boredom dictate your marketing decisions. Often, just when you’re ready to move on, is when the public is finally starting to connect with your message.

Give Audiences Time to Absorb It

Even when potential customers already recognize your brand, it usually takes a few exposures before an ad really sticks. According to Cooke, people typically need to see or hear a message two or three times before it begins to influence them. That means consistency is just as important as creativity when it comes to getting results.

Let the Results Lead You

The best indicator of whether to keep an ad running is its performance. If engagement remains strong — whether through web traffic, calls, or sign-ups — there’s no reason to stop. When results begin to taper off, that’s your sign to refresh the creative or change up the message.

A Good Rule of Thumb

Cooke recommends letting a campaign run for at least 60 days before making changes. That window gives your audience time to notice, process, and act on what they see. If your ad is still getting traction, let it keep working for you. If not, it might be time to pivot. In terms of TV creative, Marketing Keys is a believer in letting that run a minimum of 1 year in the marketplace before swapping it out. Of course, that is pending that the creative is doing its job and bringing in leads.

At the end of the day, advertising success isn’t about how often you see your campaign — it’s about how many times your audience does. As Phil Cooke reminds us, consistency and timing are just as crucial as creativity in keeping your message fresh and effective.

Cate Bender, the author, is Project Coordinator of Marketing Keys