Ask Why do some people click ads from brands they have never heard of but ignore ads from brands they already know?

[Meridian]

Familiarity with a brand does not automatically make its ads more clickable. When someone already knows a brand, they often feel they already have enough information to decide whether they want to use it or not, so the ad feels unnecessary. An ad from an unknown brand, on the other hand, carries a sense of curiosity. The person does not know what to expect, and if the ad addresses something they are interested in, they are more likely to click just to find out more. The message matters more than the brand name in most cases. Do you think brand recognition actually works against ad performance in certain situations?