40% of online advertising misses the target: here's why

Make them funny, sexy, cute and illuminating – but what really matters is that they are unpredictable

I know I’m not alone in being cross with online advertisements. In fact, since writing articles on Singularity and Virtual Reality I am being stalked by ads for eye-tracking goggles and brain sensors.

At least they are vaguely more appropriate than the Facebook ads I get pushed: you can keep trying, Facebook, but I’m not going to post a picture (below) that says, ‘Far away is never too far for friends’. What does that even mean?

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Edie Lush is a journalist and communications coach. She is executive editor of Hub Culture and has been associate editor of Spectator Business, a political analyst for Hedge Fund Omega Partners and UBS, and a reporter for Bloomberg Television.