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23 January 2023
It’s time to ditch the wear-out myth
Creativity & effectivenessWearout & decayStrategy
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.