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Understanding Advertising in
the Age of AI Disclosure
Why Trust, Transparency, and Real Humans Are Becoming the Competitive Advantage
The Trust Problem AI Created
AI has unlocked unprecedented speed and scale in advertising. But it has also introduced serious challenges around quality, credibility, and accountability.
Consumers increasingly cannot tell whether ads are driven by real expertise or automated systems designed to simulate it. As a result, trust is eroding at the exact moment clarity matters most.
Much of this erosion is being driven by what the industry now refers to as AI slop. High-volume, low-value automated content designed for scale rather than understanding. As platforms fill with repetitive, generic messaging, consumers learn to tune it out.
36%
of consumers say they are less likely to purchase from brands using AI in advertising
72%
of consumers say they are concerned about the growing use of AI
70%
of marketers report AI-related incidents like hallucinations or off-brand content
Stats referenced from CivicScience and the Interactive Advertising Bureau (IAB).
As AI-generated content floods platforms, trust is becoming the scarcest resource in marketing.
The Moment Advertising Crossed a Line
Artificial intelligence has moved faster in advertising than almost any modern technology. In just a few years, it has gone from supporting behind-the-scenes optimization to actively generating ad copy, product descriptions, images, voices, videos, and even full digital spokespersons.
What once felt experimental is now operational.
That speed has created a problem the industry can no longer avoid.
Consumers increasingly cannot tell who or what is speaking to them. Regulators are stepping in to restore clarity. Platforms are quietly adjusting algorithms to reward authenticity. And brands are being forced to confront an uncomfortable truth.
Advertising has a trust problem, and AI is accelerating it.
This is why disclosure is becoming mandatory. It is why transparency is no longer optional. And it is why the future of performance marketing will be defined by credibility, not convenience.
One Season. Four High-Impact Streaming Moments.
Football’s Biggest Weekend
Massive live and on-demand streaming across pre-game, post-game, highlights, and shoulder programming. Ideal for high-consideration categories like consumer electronics and home entertainment.
College Basketball’s Biggest Tournament
A multi-week streaming surge with consistent daily viewership. Perfect for sustained product education and retargeting strategies.
The Winter Games
Extended global attention across live events, replays, and on-demand viewing. Long-form expert storytelling thrives during longer viewing sessions.
Opening Day
Marks the return of daily sports consumption and repeat streaming behavior. A powerful moment to reinforce product understanding and brand trust.
WHAT “CTV-READY” ACTUALLY MEANS
The highest streaming engagement of the year happens around major sports moments.
While brands cannot buy national in-game ads during marquee events, streaming usage surges before and after games across:
Pre-event coverage and countdown programming
Post-game analysis and highlights
Sports talk and recap content
Viewers moving across a wide range of streaming apps
This creates large volumes of premium, targetable CTV inventory that brands can actually access at efficient rates.
This window only happens once per year.
THE PEAK SPORTS STREAMING MOMENTS
Peak Sports Streaming Season
One Season. Multiple High-Impact Events.
Four moments that consistently drive elevated streaming engagement and premium, targetable CTV inventory.
Football’s Biggest Weekend
Streaming spikes across pre-game, post-game, highlights, and shoulder programming.
College Basketball’s Biggest Tournament
One of the most sustained live sports streaming periods of the year.
The Winter Games
Multi-week streaming across live events, replays, and on-demand viewing.
Opening Day
Marks the return of daily sports consumption and keeps streaming elevated into spring.
Scale expert video across Best Buy ads
Product Detail Pages
Anchor your strategy where decisions happen. Expert reviews answer real shopper questions and drive the 23 percent conversion lift.
TV Wall and PC Monitors
Turn aisle screens into education hubs that spotlight benefits and key features in seconds.
Rich Media Placements
Upgrade standard display with expert clips that drive more clicks to PDPs and extend time on site.
Digital Video
Re-engage high-intent shoppers with expert storytelling that pulls them back to BestBuy.com to purchase.
Connected TV Campaigns
Pair expert credibility with premium streaming inventory for upper-funnel reach and lower-funnel performance.
Campaign Ready in 4 Weeks
Delivered in Best Buy Ads-ready specs in just four weeks to accelerate campaign launch.
Use expert led video shoot to fuel performance across PDP, in store experiences, onsite rich media, offsite digital video, and Connected TV inside the Best Buy Ads ecosystem.
A Separate, Purpose-Built CTV Ad Included
This is not a resize or cut-down of your PDP video.
Every expert-led product review includes a separate, streaming-first CTV ad, built specifically for connected TV environments and high-attention viewing moments.
One product story.
Two purpose-built assets.
Designed to perform across PDPs and CTV.
SEE THE LIFT SIDE BY SIDE
Desire Co. Expert-Led videos deliver a 19% higher video completion rate compared to other Best Buy product videos, and a 23% higher PDP conversion rate. When shoppers hear from real experts, performance follows.
Free onsite rich media video ad with pdp product review
For a limited time, purchase an expert-led PDP product review for BestBuy.com and receive a complimentary Onsite Rich Media video ad. These premium video placements run directly on BestBuy.com, reaching shoppers while they are actively researching products. Our expert-led PDP videos are adapted into Best Buy Ads–ready Rich Media units, extending performance beyond the product page and driving additional conversion.
- ✔ Expert videos generate a 23 percent higher PDP conversion rate on BestBuy.com.
- ✔ Onsite Rich Media cut is purpose-built to Best Buy Ads specs and optimized for performance.
- ✔ Campaign ready in just 4 weeks from shoot to delivery.
Interested in how we partner with Best Buy brands?
Expert led videos consistently outperform standard product content across Best Buy PDPs and media placements. Shoppers watch longer, stay engaged, and convert at higher rates when they hear directly from real experts.
In side by side comparisons against other Best Buy product videos, Desire Company content delivers stronger completion rates and higher conversions. Brands gain a clear and measurable performance advantage on BestBuy.com.