With 79% of Brits rarely or never clicking online ads, brands are wasting huge sums of money on ineffective advertising. So how can companies entice consumers to voluntarily eyeball their content? Canvas8 sat down with 15 British men and women to find out what they think about online ads.

Marketers often use calls-to-action in adverts, telling viewers to 'like us on Facebook' or to 'buy now, while stocks last'. Yet new research shows that many people are put off by overly-assertive messages, especially when they're from their favourite brands.

Anti-smoking ads often use fear-tactics to encourage quitting. ‘The Reasons’ is a campaign by Tobacco Free Florida, that takes a different approach. By portraying smokers in a way that doesn't hold their habit in contempt, it empathises with the reasons they smoke – and want to quit.

Whether it's a one dimensional stereotype, or played down for the sake of the audience, representations of disabled people are lacking in the media. But with 63% of Britons saying that better representation can help break down stigma, there is room for brands to offer up real portrayals of disabilities.