It’s time to ditch the wear-out myth | WARC | The Feed

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.