Content worth your time
UK gallery and museum attendance has dropped massively in the last 3 years - with a 16% decline for central London exhibitions.
Clickbait that introduces us to something of value is what millennials want, depend on, and now expect for content they see as worthy to engage in. (source)
Make pre-roll ads worth your time by using them to educate people about art.
Click the wrong answer & spend the remaining ad time learning something new.