Dull advertising (the cost of dull)
DefinitionBrand & Creativity
Dull advertising (the cost of dull)
Work that provokes no feeling at all - and is therefore ignored. Dull advertising needs an estimated $189bn of extra US media spend to match the commercial effect of interesting work; neutrality, not offence, is advertising's most expensive emotion, which makes boring a budget line rather than a style choice.
Evidence from the library
Dull advertising is a media efficiency problem, not a brand safety problemPrinciple$4.40 vs $7.10The dullest advertising returns around 40% less than the least dullStatHappiness 42% → 20%B2B advertising loses positive emotion to dullness at exactly the same rate as consumer workStat32% of US TV spendMarketers already put the most money behind their most interesting consumer advertisingStat52% UK, 47% USFeeling nothing is the single most common reaction to a television adStat
Source
Marketing Definitions
Adam Morgan, Peter Field and System1, The Extraordinary Cost of Dull (2023)
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