The test of a great advertisement: Is it worth talking about?
If your ad is so boring that no one will tell a friend, then you need to try harder. Raise the bar for your creative team: Insist that ads are buzzworthy.
If you succeed, you get a double return at the same cost: the impressions you pay for — plus the free impressions from word of mouth.
Here is an amazing ad for Breeze Excel detergent that has been blogged hundreds of times.