As an anecdote from an average-joe consumer - I don't think I've purchased something from a banner ad in my entire life, but in the past couple years I've bought mountaineering glasses, a bomber jacket, and a corduroy hat with a beaver on it after having seen the ads enough times between Instagram stories. Is it anything special I couldn't have gotten elsewhere? Of course not, but that's the trick of advertising, reminding you of products you'd forgotten even exist.
I think it will take a few years for the data to come through and for ad agencies to fully wise up, but I'm convinced that short-form video is THE fertile ground for advertisers at the moment. There's an entire generation of consumers who never watch broadcast TV, never buy magazines, and don't spend much time browsing the regular web. Short form video ads are in many way the ONLY way to reach them, and based off the amount of stuff I see my teenage cousins order, I think it's working as designed.
It ultimately comes down to covering a wide range of sources. Maybe I get used to seeing the same things in one channel, and then all of the sudden I see a billboard for a product I wasn't expecting. And then maybe I see that thing in a random magazine at the dentist's office. Now my decision fatigue is really wearing thin or maybe I think "I'm meant to buy this thing!" (kinda ridiculous I know).
I think it will take a few years for the data to come through and for ad agencies to fully wise up, but I'm convinced that short-form video is THE fertile ground for advertisers at the moment. There's an entire generation of consumers who never watch broadcast TV, never buy magazines, and don't spend much time browsing the regular web. Short form video ads are in many way the ONLY way to reach them, and based off the amount of stuff I see my teenage cousins order, I think it's working as designed.