This Month’s Reads: September 2023


📆 This Month

Let’s look at reality. Or, more specifically – perceptions of reality.

Advertisers play on what you know (or what you think you know) all the time to get their message across. It’s a powerful tactic and one you should add to your arsenal to make the most of your marketing.

Plus, in the email version – exclusive online advertising benchmarks (including paid social) for subscribers to This Month’s Reads.

Enjoy This Month’s Reads.


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📚 You should read…

6 Real-Life Examples of Fallacies in Advertising

Fallacies aren’t exactly lies – they’re more like messages with strong implications that tap into people’s assumptions about the world. Which, of course, means they are used in adverts ALL THE TIME. Check out these examples.


“High Quality Content” is the Most Useless Phrase in Marketing

I’ve always hated the vagueness of the advice “make a great page”. This article articulates why and how we can narrow down what that actually means.


What is vCPM and How Does It Relate to Viewability?

Most online ads are seen by no one but still paid for by someone. vCPM and Viewability solve these problems from the advertiser and publisher sides, respectively.


Back to Basics: Colour Psychology [Infographic]

While it’s easy to use colours instinctually, sometimes it can be a little harder to tap into that instinct. Use colour psychology to make your ads easier to understand subconsciously.


The Great Fiction of AI: The strange world of high-speed semi-automated genre fiction

The AI content bandwagon has been going for longer than you think. Some authors crank out dozens of books a year, keeping their content tightly on a theme and targeted at a specific audience.

Sound familiar? Read this to find out what marketers can learn from people who have been using generative AI longer than anyone.

The key quote:

…she gives it the basics of a scene and tells it to write a description of something specific.


“Like I know we’re going into the lobby, and I know that this lobby is a secret paranormal fish hospital for nyads, but I don’t particularly care what that looks like other than that there’s two big fish tanks with tons of fish and it’s high-end,” she explained. So she tells it that, and it gives her 150 words about crystal chandeliers, gold etching, and marble.


“My time is better spent on the important aspects of the mystery and the story than sitting there for 10 minutes trying to come up with the description of the lobby.”