The news: Marketers are gearing up for Black Friday—but may not be refreshing creative often enough.

• In November 2025, 63% of advertisers added new creative in three out of every four weeks, per AppLovin data.
• The frequent refreshes appear to have paid off: Advertisers that added creative almost weekly saw 23% higher median ROAS in the seven days after consumers’ first interaction with an ad than those that refreshed creative only once or twice.
• Black Friday and Cyber Monday creative that was uploaded in November led to a 20% higher ROAS on the day of the initial consumer ad interaction, and a 15% higher day 7 ROAS compared with creative that was over 60 days old.

Why it matters: The findings underscore the importance of regularly refreshing ad creative to maintain performance and audience engagement.

• Performance declines are the most common trigger for a creative refresh, according to 72.1% of US marketers surveyed by EMARKETER and Perion.