Ad fatigue is a myth, low-quality creative is the real problem

2026-04-23

Ouma Chief Marketing Officer Rachel Lyndon-Jones argues that the issue of ad fatigue is not due to the frequency of ads but the poor quality of creative content. Lyndon-Jones notes that AI has exacerbated the problem by making it easier to produce average content quickly, leading to a flood of forgettable ads, and emphasizes the need for brands to focus on emotional depth, distinctiveness and memorability to stand out in a saturated digital landscape.

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