But. They're. Almost. Never. Entertaining. No effort is ...

Still, most surveys showed that viewers accepted these interruptions as the price for otherwise free entertainment and information. That television had developed a widespread persuasive impact—as a generation of television salespeople had argued to potential advertisers—was the basis for Congress banning broadcast cigarette advertising in 1970—the first regulatory ban on a legal product's advertising.

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money, and effort in packaging their brief solicitations into very effective and persuasive messages. We say that advertisements are persuasive because they attempt to move us to action--advertisements · aren’t there simply for our entertainment or our viewing pleasure.

TV creative quality accounted for 46% variance in sales lift 2023.

In less slimy cases, however, the advertisers might genuinely think that louder equals better. The futility of this should be obvious, as if there's one way you can guarantee people will avoid your product like the plague out of spite, it's blasting your ads so loud that some poor viewer will be getting noise complaints from six streets away.

Using Video Vitals, our AI-powered creative analytics tool, we correlated more than 1,800 Connected TV commercials with their corresponding performance data points generated via MNTN’s CTV ad platform.

Advances in data and machine learning ... advertising. Indeed, 43% of marketers now use AI or machine learning to analyze the performance of different creative choices in connected TV (CTV) commercials....

And that’s the issue, because our feeds are already saturated. The result isn’t a creative revolution. It’s a flood of basic, forgettable output where 85% of digital ads can’t hold attention for even 2.5 seconds.

20th-century researchers, McDonald’s says, were motivated not by coming up with a number, but by using that number to shed light on concerns from the zany (that people will become physically ill from information overload) to the existential (that ramped-up advertising creates its own clutter that will lead inexorably to reduced impact and increased resistance). The former has since been debunked – “people manage quite fine, they just pay less attention”; researchers have developed more nuanced ways to attend to the latter.