Assess Paid Media Creative Fatigue from Asset and Performance Evidence

Required inputs

Have these details available before following the usage instructions.

• Campaign objective, platform, dates, budgets, audience definitions, placements, and optimization events.
• Creative assets or screenshots, video thumbnails, scripts, hooks, formats, copy, and landing-page context.
• Performance time series by asset, audience, placement, and date, including impressions, reach, frequency, spend, CTR, CVR, CPA, ROAS, retention, or other relevant KPIs.
• Change log for budgets, bids, targeting, tracking, landing pages, offers, seasonality, promotions, and platform learning resets.
• Business constraints for refresh concepts, brand rules, claims, approvals, compliance limits, and testing capacity.

How to use this Skill

When to use:
- Paid social, display, or video campaigns show declining CTR, CVR, ROAS, engagement, hook retention, or rising CPA over time.
- A team needs to know whether to refresh creative, rotate concepts, adjust audience strategy, or investigate non-creative causes.
- Multiple ads look similar and performance decay may be tied to concept repetition, audience frequency, or delivery learning saturation.
- A marketing team wants evidence-backed creative refresh hypotheses before producing new assets.

When not to use:
- There is no asset, performance, delivery, frequency, or audience evidence to inspect.
- The campaign just launched and lacks enough exposure or time-series evidence for fatigue assessment.
- The main issue is known tracking failure, budget disruption, product availability, landing-page outage, or attribution change.
- The request is to generate creative ideas without diagnosing performance evidence.

Instructions:
1. Open AMO-P-000254, supply its required inputs, and run the complete source Prompt in Gemini. Review its evidence register and limitations before using the result.
2. Separate observed evidence from inferred fatigue mechanisms, assumptions, missing data, and uncertainty.
3. Compare creative concepts for similarity in visual structure, hook, offer, format, claim, emotional angle, product shot, motion pattern, and call to action.
4. Analyze performance decay alongside exposure and delivery evidence; consider frequency, audience saturation, learning phase changes, budget shifts, tracking changes, landing-page changes, offer changes, seasonality, and auction conditions.
5. Classify fatigue evidence as strong, mixed, weak, absent or untestable by asset, audience and placement, following the source evidence rules. Do not invent probability estimates or claim causality from a descriptive time series. Identify non-creative explanations and conflicting evidence.
6. Propose refresh hypotheses with controlled variations, holdouts or comparison cells where feasible, guardrail metrics, measurement windows, and decision rules.
7. Require human review for brand-sensitive, regulated, financial, or public campaign decisions before launch.

Expected output:
A creative fatigue diagnostic brief with evidence summary, asset similarity patterns, performance and exposure analysis, confounder assessment, fatigue likelihood by segment, prioritized creative refresh hypotheses, experiment design, measurement requirements, and approval checkpoints.

Constraints and boundaries:
- Do not guarantee performance lift or attribute decay to fatigue without exposure and confounder evidence.
- Do not invent performance data, audience saturation, competitor behavior, or platform diagnostics not supplied.
- Keep regulated, comparative, health, finance, employment, or environmental claims subject to separate substantiation and human approval.
- Distinguish recommendations for investigation from authorized campaign changes.
- Respect rights, consent, and platform policies for supplied images, video, user-generated content, and customer data.
- Label unseen frames, unheard audio and unsupplied assets as not inspected. Do not infer sensitive personal attributes from depicted people. Preserve platform metric definitions and attribution limits; use owner-approved experiment thresholds and do not represent campaign/budget changes as executed.

Based on an Amo.ng Prompt

Paid Media Creative Fatigue Diagnosis

Open the linked Prompt to read the instructions this Skill is based on.

Completion criteria

Complete when:
- Findings cite specific assets, dates, metrics, audiences, or supplied observations.
- The diagnosis examines the material plausible non-creative confounders supported by the context and marks unavailable comparisons as untested.
- Refresh recommendations map to diagnosed creative patterns rather than generic new-ad suggestions.
- Experiment plans include primary metrics, guardrails, minimum evidence needed, and decision thresholds.
- Unresolved data gaps and risks are visible enough for a campaign owner to decide whether to proceed.