April 3, 2026
Marketplace recently published an article featuring Garrett Johnson, Associate Professor of Marketing, discussing why sensational, low-quality ads dominate many websites.
These eye-catching ads, often promising shocking transformations or “too good to be true” outcomes, are designed to trigger curiosity and emotional responses that drive clicks. Despite their reputation, they remain highly effective because they tap into universal human triggers like fear, curiosity, and the desire for quick rewards.
As Johnson notes, “These are pretty effective.”
While individual click-through rates are relatively low, the scale of digital audiences makes the model profitable. Each click can generate revenue for publishers and ultimately supports a broader ecosystem where advertisers profit when users engage and convert. Even for skeptical users, Johnson points out, online behavior isn’t always as intentional as we think—making these ads a persistent and lucrative part of the digital landscape.
