10 Rapid-fire Tactical Tips For Running Ads

Marketers love to throw around ideas that sound good but aren’t always backed by data.

So today, let’s cut through the noise with 10 rapid-fire tactical tips for running ads, all based on actual research from the Science Says newsletter/site.

I’ll include links to each article so you can dive deeper into the research behind each tip.

Let’s get started!

1. Virtual Influencers vs. Human Influencers

It’s both a little eerie and kind of amazing—AI influencers are better at selling tech than humans. Case in point: Lil Miquela.

Key Takeaways:

• If you’re selling a tech-forward or innovative product, go with AI-generated influencers—but be upfront that they’re not real.
• If your product is related to the human body (think skincare, hygiene), stick with human influencers. I know, not as exciting.
• A study tested this with ads for a Samsung speaker and a Calvin Klein cream, using both virtual and human influencers:
  • People were more likely to buy the speaker when a virtual influencer promoted it.
  • People were more likely to buy the cream when a human influencer promoted it.

This could be a temporary trend while AI influencers still feel fresh and novel.

The bigger takeaway? If you’re selling tech or innovative products, your marketing should be just as innovative.

Be Strategic with Price Placement

We’ve already covered how price presentation can shape perception—here’s another one:

• Placing the price below the product makes it feel cheaper.
  • A $2.49 dental floss seemed 9% cheaper when the price was below.
  • Liquor store sales jumped 35.2% when prices were placed below the bottles.

Pacing Matters

• Slow-paced ads work best for benefits and quality—people rated a benefit-focused ad 32.8% higher when it was slower.
• Fast-paced ads are better for price and features—a price-focused ad rated 24.7% better when sped up.

4. The Rule of 3 in Persuasion

Three is the magic number—three positive claims are more persuasive than any other number.

• A cereal ad was most effective when it highlighted three key benefits—adding more actually made it less convincing.
• This only applies to marketing (probably because people get skeptical). In neutral reports, more claims = more persuasive.

5. Dynamic vs. Static Ads

Static ads are easy to produce and test, but are they better than video or motion? Depends on the product.

• For hedonic products (fashion, travel, luxury), go with video & GIFs:

  • People were willing to pay $43.39 for a fancy coffee maker when shown in motion, vs. $29.91 with a static image.
  • 81% picked a premium hotel room when shown in a video, vs. 52% with a static image.
  • If you’re using static images, add descriptive language to help viewers imagine using the product.

• For utilitarian products, static vs. dynamic doesn’t make much difference.

6. Vertical Video > Horizontal Video

Most ad viewers are on their phones, so this shouldn’t be a shocker: Vertical videos outperform horizontal ones on mobile.

• 57% vs. 43% views to completion (Facebook A/B test).
• 55% vs. 45% engagement.
• Gen Z especially prefers vertical.

And it makes sense—just look at how a horizontal video crops on a phone.

7. Smaller Units = More Credibility

We buy from brands we trust, and the way you present numbers can influence credibility.

• A “180-minute” battery feels longer-lasting than “3 hours.”
• A construction project seemed 46% faster when framed as “52 weeks” instead of “1 year.”
• Works best for time estimates but also applies to clients, reviews, and stats (e.g., “34 happy clients” sounds more credible than “dozens of happy clients”).

8. Too Many Features Can Backfire

Science Says nailed this, so here’s the summary:

An iPod was marketed with either:
A) iPod + Free cover + 1 free song download
B) iPod + Free cover

• 92% of marketers chose option A as the better promo.
• But consumers valued option B higher—they were willing to pay $242 for it vs. $177 for option A.

Less can be worth more. Adding extra features can dilute perceived value.

Bonus Tip: Invest in High-Quality Audio

Crystal-clear audio makes a bigger impact than you think. People will perceive you as more professional, credible, and competent.

For ads, Loom recordings, and Zoom calls, a good microphone is a game-changer. Invest in one.

9. Eye Contact Matters

• For pleasure-based (hedonic) products: When models look away, sales go up.
  • A sun hat ad saw a 30% sales boost when the model was looking away.
• For practical or serious topics: A direct gaze builds trust and boosts engagement.
  • A domestic abuse petition saw 75.2% sign-ups with a direct gaze vs. 53.8% with an averted gaze.

10. Fonts Matter

A mix of research shows that fonts can influence consumer behavior:

• Italicized fonts signal urgency and increase click-through and purchase likelihood.
  • People were 3x more likely to click on an email with italicized text and 31% more likely to say they’d buy from a Mexican restaurant.
• Rounded fonts work better for pleasure-based products.
  • Rounded fonts boosted interest in mobile games (26%), soda (24%), and milkshakes (11.2%).
• Handwritten fonts are great for products that evoke pleasure (like candles, food, and fashion), while machine-written fonts are best for functional products (like insect repellent or accounting).

Summarized Takeaways

• AI influencers work best for tech products, while human influencers are better for products related to people.
• Place prices below products to make them seem cheaper.
• Slow-paced ads are best for quality & benefits, while fast-paced ads suit price & features.
• Stick to 3 key selling points—adding more can dilute impact.
• Use motion (video & GIFs) for hedonic products and static images for functional products.
• Vertical video outperforms horizontal on mobile.
• Use smaller, precise units (e.g., “180 minutes” vs. “3 hours”) to boost credibility.
• Focus on your best features—avoid overloading with extras.
• Eye contact builds trust, while looking away sparks aspiration.
• Fonts matter—choose the right style for your product.