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A study of more than 60,000 US households found that TV ads had more than 2 times the effect on frequent buyers. Ads remind people of a good past experience.

A Facebook test with about 1 million users found that opposing comments increased link clicks by 14.9%. A second test found that the same comments decreased donations by 7.5%.

In 3 experiments with 76,977 people, AI messages with facts and evidence persuaded 27% more than basic messages. Personal details about the reader added less than 1 point on a 100-point scale.

A study of 305,121 display ads found that AI images got as many clicks as human images on average. But ads that looked AI-made got fewer clicks.

A test with 689,693 pharmacy customers compared 22 text reminders. On average, texts raised vaccine visits by 6.8%. The best texts said that a vaccine was waiting for the person.

A Facebook app test found that automatic updates to friends raised new users by 246%. Personal invites raised them by only 98%, because people sent few invites.

A Yahoo experiment with about 1.6 million customers of a large retailer found that online ads raised sales. The extra sales in stores were more than six times the extra sales online.

In a hotel test, a card that said most guests reuse their towels raised towel reuse from 35% to 44%. A card about guests in the same room raised it to 49%.

A field test at a travel website found that general ads brought back more visitors than ads with the exact hotel they saw. Exact-product ads worked better only for people who were ready to choose.

Field tests at a test-prep company found that a first name in the subject line raised opens by 20% and sales leads by about 30%. Unsubscribes went down by 17%.

A study of about 7,000 New York Times articles found that positive articles were shared more. Articles that caused awe, anger or worry were also shared more. Sad articles were shared less.

A review of 25 large online ad experiments found that ad effects are very small compared with normal changes in sales. Most ad tests are too small to show if the ads paid back.

A study of 15 Facebook ad experiments compared real test results with the usual report methods. The report methods were often wrong, and sometimes they showed three times the real effect.

When eBay stopped its ads for searches on its own name, almost all of that traffic still came through the free search results. Most of the paid clicks were clicks that eBay already had.

A 10-week Facebook test with 34,849 advertisers compared 2 AI ad writers. The AI that learned from real clicks raised the click-through rate by 6.7%.

A 603,153-customer experiment found that emailing every other day cut unsubscribes by 59%, at the cost of a few points of short-term sales.

Same money, different story. New Journal of Marketing Research studies show regular giving reads as more sincere, and earns more clicks and goodwill.

A review of research found that buyers use a brand's country as a clue for quality and feeling. It helps when the country fits the product type, and hurts when it does not.