Advertising has changed. People are on their phones, they’re distracted and their attention span is 1-3 seconds.

These days the best ads are unexpected, they intrigue, they inspire - they make you want to pay attention. They hook you in before you habitually skip to the next dopamine hit of content. To cut through your ads you have to both inform and entertain. It’s a delicate balance.

Never before have your customers been so dismissive of anything that remotely looks like an ad. They’ve become masters. They practice for hours everyday,  judging what makes the cut and what gets skipped in 0.5 seconds.  

Whenever the mainstream media makes a fundamental shift, everything gets easier for people who understand what’s actually going on. If you’re a marketer who understands this nuance, this is fantastic news.

This is where native user-generated content ads have become so powerful. Your ads looks like native content while telling a compelling story for your product. Combine that with custom ad scripts, tactfully structured around consumer psychology principles (think urgency, FOMO, scarcity, frankness, insider knowledge), and BOOM - you have yourself great ads. Add in a structured process of optimisations and refining ad versions and you’ve just created an extremely scalable ads machine.