Creative Performance & Message Fatigue Forensics

DTC Wireless Audio Brand • Q4 2024 Creative Audit • $2.8M Annual Media Budget

Avg CFI Score

6.8

+0.4 vs LW

Hook Rate (Video)

42.3%

+2.1pp

Avg CTR (All Concepts)

1.62%

-0.08pp

Creative-to-Segment Fit

7.4

+0.6

Message Fatigue Cost

$18.2K

-$2.1K MoM

Creative Refresh ROI

3.8x

+0.4x

Creative Fatigue Index Decay — Live Creative Lifespan

Concept Cluster Performance

Creative-to-Segment Fit Heatmap

Fit Score (0-10) by Creative Concept × Audience Segment

Cold Prospect

Engaged

Cart Abandon

Loyal

Social Proof

9.2

7.8

5.4

4.9

Product Demo

7.1

8.9

7.3

7.0

Price/Promo

5.2

7.4

9.6

6.8

Lifestyle

6.9

8.2

5.8

8.7

UGC/Testimonial

8.4

8.6

7.2

9.1

Hook Rate by Format

Video Completion-to-Conversion Rate

Active Creative Inventory

Creative ID	Concept	Format	Days Live	CFI Score	CTR	Spend	Status
CRE-10482	Social Proof	Video 15s	98	3.2	1.84%	$14.2K	Rotate
CRE-10491	Product Demo	Video 30s	67	8.1	1.72%	$18.9K	Active
CRE-10503	UGC/Testimonial	Carousel	42	9.4	2.03%	$9.8K	Active
CRE-10512	Lifestyle	Static Image	81	6.7	1.43%	$7.3K	Monitor
CRE-10518	Price/Promo	Video 15s	28	8.9	1.96%	$11.4K	Active
CRE-10524	Product Demo	Carousel	19	9.8	2.14%	$6.1K	Active
CRE-10531	Social Proof	Static Image	112	2.8	1.21%	$8.6K	Rotate
CRE-10537	Lifestyle	Video 30s	51	7.2	1.58%	$12.7K	Monitor

Message Fatigue Cost Trend

Estimated wasted spend on fatigued creatives (CFI < 4.0)

Share of Impression Voice by Category

Creative Refresh ROI Timeline

ROAS improvement after creative rotation vs. baseline

Creative Rotation Recommendations

High Priority: Rotate CRE-10482 & CRE-10531

CFI dropped below 3.5 — replace with UGC/Testimonial concept variants by end of week.

Medium: Monitor CRE-10512 & CRE-10537

CFI stable at 6.7-7.2 but declining trend — prep refresh assets for weeks 12-14.

Opportunity: Scale CRE-10524 & CRE-10503

CFI > 9.0, CTR > 2.0% — increase budget allocation by 40% and test new audience segments.

Testing: Launch New Product Demo Variant

Product Demo cluster shows 8.9 avg fit score with Engaged segment — test 30s explainer video.