The idea of ‘wear-out’ – that a given ad will inevitably become less effective as people get used to it – is a deeply rooted one in the industry, but recent research sheds a brighter light on the impact that aging has on advertising.

Why it matters

The hidden cost of the wear-out myth is the lost revenue from ads which had the potential to drive growth for their brands, writes System1’s Jon Evans in an exclusive piece for WARC.

Reusing ads and running campaigns for longer isn’t just efficient, it’s effective too. Older IP and campaigns are often a...