Korva is a scroll of the internet’s best ideas.
The best ad is a varied package
Varied creative
The ads need to differ to the algorithm: different ages, genders, settings, and hooks. Pattern disruption helps, because with the sheer amount of content people digest in a day, anything that looks like the rest gets drowned out. A rough shake of the camera that seems like a mistake gets attention. A messy start, a quick hello, and then the product works well.
The cost of one winner
Pumping just one winning ad causes acquisition costs to rise. The remedy is to keep creating completely new, wild, weird ideas.
Where AI fits
AI's superpower in creative is spinning up variations of a shoot. Full AI videos are slop and easy to spot, so they might fill around 5% of an account as a diverse extra. Real people stay at the center.
Why do people skip ads that look alike?
Banner blindness was documented in 1998 by Jan Panero Benway and David Lane at Rice University, who found that people overlooked banner-style ads even when information they needed sat inside them. Readers learn where ads usually appear and what they look like, and the brain filters out whatever matches that pattern. Later eye-tracking studies, including those from Nielsen Norman Group, found that readers avoid looking at content that resembles ads.
Why does a small slip make someone likable?
Psychologist Elliot Aronson's 1966 experiment had participants listen to recordings of a quiz contestant. A highly capable contestant who spilled coffee on himself was rated more likable than the same contestant without the mishap. Aronson called it the pratfall effect. The effect did not hold for a contestant who was average.
Why do almost-real AI faces feel off?
Roboticist Masahiro Mori proposed the uncanny valley in 1970. He described a dip in comfort when something looks nearly but not fully human. Subtle flaws in motion or expression stand out because people are practiced at reading faces. Rendered and generated human likenesses are a common place to see the effect.
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