I was just reminded today that the best-ever performing headlines for advertisements on the Drudge Report were in the format of:
"Shocking new video! Paris Hilton (fill in the blank)!"
It didn't matter what the "fill in the blank" part said; as long as it was a "shocking new video" featuring Ms. Hilton, click rates were through the roof. We saw some ads hit an 8%+ CTR (albeit with very focused targeting and restrictive frequency capping). And if that sounds high...well, it is. In fact, it's shocking.