If this is true, why is Amazon — clearly a pretty remarkable company, a TECH company, and seemingly ubiquitous — why is it the largest advertiser in the US today, spending $16.9Bn last year on ads?

Thinkbox found multi-channel campaigns really do work—each medium boosts another by about 8%, with TV leading the pack.

Want people to share your ads? Jonah Berger and Daniel McDuff’s global study found one emotion beats them all.

‘Advertising is the tax you pay for being unremarkable,’ they say—but even the most remarkable brands, from Apple to Uber, still pay it gladly.