Fanatical, a PC game key retailer, spent an estimated $102 million on display advertising over the last twelve months across the markets Adbeat tracks. It did that with 254 creatives — but the top-spending one, a 320×100 banner, carries five words of copy: the brand name, “SAVE BIG,” and “SHOP NOW.” That single unit absorbed an estimated $15.9 million. Meanwhile, Adobe ran 2,117 separate creatives containing the words “learn more,” and American Express ran 1,478. Between them, they put...