How does the timing of creative refreshes in a Bilibili ad campaign impact overall performance and viewer fatigue?

The timing of creative refreshes in a Bilibili ad campaign significantly impacts overall performance by mitigating viewer fatigue and maintaining ad relevance. Over time, viewers exposed to the same ad repeatedly become less responsive, leading to decreased click-through rates and higher costs per acquisition. This phenomenon is known as ad fatigue. Refreshing creative assets, such as ad copy, visuals, and video content, introduces novelty and re-engages the audience. The optimal refresh frequency depends on factors like target audience size, ad budget, and campaign goals. For broad audiences and large budgets, more frequent refreshes are necessary. Regularly monitoring key metrics like click-through rate, conversion rate, and cost per click helps identify when ad fatigue is setting in and signals the need for a creative refresh. Delaying refreshes can lead to wasted ad spend and diminished campaign effectiveness, while timely refreshes can revitalize performance and maintain viewer interest.