Shelf Life of Creative Assets

of one

Creative Wear-Out for Marketing Assets

The optimal ad frequency is minimum 7 exposures per month in a target market. The optimal shelf-life of different digital creative assets that can be used in the market is harder to determine as there are different wear out factors for every ad, however, it is estimated that ads can lose 50% of its effectiveness after a certain amount of time that is different for every marketing channel and that after 3-4 weeks customers can become more familiar with a product.


  • There is no exact time which can be observed as a digital ad wearout or shelf-life as every ad is affected by different factors. Thus, the specific factors determine the shelf-life of some digital ad.
  • The optimal time frame for running a multi-channel marketing campaign is 45 days. It takes approximately that amount of time to acquire information about the certain customer base with the possibility of using it later and to motivate customers to participate in the campaign.
  • After seeing an ad during a period of 3-4 weeks, a customer can be well familiar with a product.
  • By using an "Adstock Decay" method, it is possible to determine when the effectiveness of an add starts to decay. The Adstock formula is "At = Xt + adstock rate * At-1" and it can be used for any marketing medium.
  • Adstock concept helps determine the half-life of an ad, which is the point when ads loose 50% of their effectiveness.
  • The half-life of an online ad for the upper funnel that include a home page on large portal is 2-4 weeks.
  • Online ads run by media that target and retarget in-market shoppers (lower funnel) have a half-life of 1-2 weeks.
  • After 12 weeks, marketing campaigns can yield sales.

Optimal ad frequency

  • The optimal ad frequency is 7 exposures per month. Customers need to see an ad that often before they remember it and make a purchase decision.
  • It is estimated that the ads which are overexposed are less noticeable.

Active users on different Platforms

The number of active online users is as follows:

Research Strategy:

In order to determine the optimal amount of time that different digital creative assets can be used in the market, our strategy was to research through scholarly websites, industry reports, and credible media sources and databases. Our goal was to find any research study about the ideal length of time during which the digital ad could still be effective and garnering enough audience that could hit the target. This research yielded useful results such as calculations and researches with deep optimizations. Unfortunately, the information on digital ad exposure and shelf-life was limited. We were able to find Adstock concept that measures the memory effect of a marketing effort from its being. There was a formula provided for this concept which we attempted to use in order to have a clearer information and figures regarding the effectiveness of the ad. Due to the fact that we were only able to gather the data on the active users of the digital channels used in marketing, we couldn't use the formula as we lacked some variables. Thus, we couldn't triangulate the answer. However, we determined the best ad frequency and the period when the effectiveness of online ads starts decaying.