Platform-Fit
Creative ads that are designed for the nuances of the platform they're run on are more likely to be effective.
"Ads that are optimized for the platform can increase the view-through rate by 19%, the click-through rate by 30%, and the conversion rate by 24%." — Google
"Brands can now calculate the opportunity cost from low-quality ads – ads that are statistically unlikely to deliver impact because they are unsuitable for the media they are placed in. The CreativeX report outlines the 4 key creative attributes that contribute to digitally unsuitable advertising: Unbranded, poorly framed, unsuitable length, missed messages." — Waste Not, Want Not
"Immediate payback is not the exclusive domain of ‘performance’ media—linear TV and audio rank 2nd and 4th respectively in immediate payback (within a week)... Channels like linear TV, audio, and print have proportionally larger carryover payback (from sticking in memory), and are thus viable "performance" channels in conjunction with their immediate payback" — Profit Ability 2, The New Business Case for Advertising
"Traditional story arcs" (bell curve of tension) are "2x more likely to be bottom performers on YouTube vs. new story arcs" (starts with high tension, then multiple shifts and peaks) — Tom Roach