I clicked on this ad without being fully conscious of making the decision. When I realized what I had done, I paused to think through the semi-conscious motivations that would make me click on something that had absolutely no interest to me (I have no interest in sports, scoreboards, champions, or “certified for”).
The ad was displayed on news.com, which has clear and crisp contrast with white background. Conversely, this ad looks gray and fuzzy. It’s annoying and jarring, and makes me want to “see it clearly”. The beam of light gives the impression that if you just get closer, you’ll be able to see more clearly. I wonder how many clicks they got for that?