Advertisers Use Mediocre Content

If you study "product-centric" ads, you'll notice the same trite phrases and buzz words that everyone else uses. They don't do a good job of setting themselves apart from all the rest.

Most likely, the media vendor, whose end game is to run the ad [TV, Radio, Print ...], would prefer that their clients provide the content, but most of their clients don't have a content portfolio for them to draw upon.  So, the media vendor scrambles to author content that doesn't differentiate their client from others who are hoping that an undifferentiated market will "buy my stuff".

If you haven't taken the time to continually update your content portfolio to be aligned with your marketing and business development strategy, you are making a big mistake because you won't be able to create a differentiating theme for a well-defined audience and produce measurable results for the call to action you've set as your goal for every promotional campaign.