2 Answers

At Only Watch, Chaykin is presenting the world's first Martian link Tourbillon, which makes link a single revolution once every 61.65 seconds, equivalent link to the passage of one minute on Mars. I find it utterly charming and exactly the kind of timepiece that might find a serious audience at Only Watch. It's an auction where novelty really and truly matters.

An ideal creative refresh cadence for VPN ads is every 2 to 4 weeks, depending on campaign performance, audience saturation, and platform dynamics. VPN ads often target digitally savvy users who quickly develop “ad blindness,” especially if exposed repeatedly to the same visuals or messages. To keep engagement high and avoid fatigue, refreshing creative assets regularly ensures your campaign feels relevant and timely.

For high-frequency channels like native ads, push ads, and display banners, a bi-weekly refresh is recommended. These formats tend to be more visually repetitive, so rotating headlines, call-to-actions, colors, or image themes can significantly improve click-through and conversion rates.

For longer-form creatives like landing pages or video ads, a monthly refresh may suffice, provided performance metrics (CTR, CVR, and bounce rate) remain stable. Always analyze your top-performing VPN ad variants before making updates—carry forward winning elements while testing new hooks, emotional triggers, or seasonal messaging.

Use A/B testing to compare refreshed creatives with previous ones and ensure each iteration performs better. Creative refreshes should be data-driven, not just routine. By following a strategic refresh cadence, media buyers and performance marketers can keep VPN ads compelling, increase engagement, and ultimately drive higher ROI from their campaigns.