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Days in market is measured from each ad’s first-seen date. An ad still running after 100 days has been validated by someone else’s budget — nobody keeps paying for creative that loses money.
What Emma Sleep UK’s longest-running ads have in common
The ad at the top of this page has been live for 84 days. That is not a hunch about what works — it is a decision Emma Sleep UK has re-made every day since, with their own money.
We read the survivors for the promise they lead with, the objection they answer, and the persuasion mechanism doing the work. That becomes a brief, so a new concept starts with a reason rather than a blank page.
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