New research highlights that low-frequency advertising in streaming fails to build effective brand memory. It argues that high exposure frequency is essential for long-term brand impact, a factor often overlooked in modern marketing strategies. The study found that brands shifting from linear TV to streaming experienced declines in site visits, indicating the importance of frequency.

Andrew Tindall critiques the current state of advertising, highlighting that despite record spending, ads are less effective and emotionally engaging than ever. He argues that the industry's focus on short-term digital metrics has led to a decline in creative quality, resulting in increased ad clutter and diminished returns for brands. Tindall calls for a return to emotionally driven creativity to improve marketing effectiveness and foster brand growth.

Models in advertisements should direct their gaze either towards or away from the camera based on the type of product being advertised, with research indicating that this can increase sales effectiveness by up to 30%. Access to further insights and case studies is available through a subscription to the Science Says platform.

Research by Dr. Karen Nelson-Field and VCCP Media reveals that distinctive branded assets significantly enhance effectiveness in low-attention digital environments, showing a 2.5x increase in business outcomes compared to weak branding. The study emphasizes the necessity of aligning creative with media to maximize impact, particularly as most digital ads receive less than 2.5 seconds of attention. A five-point plan is suggested for brands to optimize their asset usage and improve memory encoding in advertising.