Relevance Paradox

We notice ads the most when they are both utterly relevant to us or irrelevant.

This phenomenon can be plotted along a U-shaped curve. As most ads make some correct assumptions about their target audience, but few ads get those assumptions (and timing) right, we notice few ads. That means one way to boost marketing performance could be to make ads that are entirely irrelevant to their target audience.

Should you try to capitalize on this paradox, be sure to share credit with this author if it works. Find a junior member of a media agency to blame if it doesn’t.