Netflix may soon start using an ad-supported tier in the wake of its loss of 200,000+ net subscribers. Its CEO Reed Hastings said the company is “quite open to offering even lower prices with advertising as a consumer choice.” Obviously he’s done his research because according to Morning Consult, 57% of American viewers prefer a low-cost alternative (ad-supported service).

If Netflix chooses the ad-supported route, then telling their advertisers to create good ads would be an advantageous start toward developing longevity for this new program, its advertisers, and its customers.

So, what’s a good ad anyway? Glad you asked. A good ad is many things: strategic, persuasive, targeted, an investment, original, and creative. However, one of the most important attributes is connectivity. It must resonate personally with the target and be memorable.

In turn, a bad ad is…well, simply put, the opposite of a good one. Duh. The worst ad is the one you saw last night, but can’t remember it. That’s a bad ad by definition. Of course, there are exceptions to every rule, but in general a bad ad doesn’t move you to do anything: change your shopping habits, a thought pattern, or just help you remember the brand’s name.

Sometimes ad assessments can be tricky and confusing. Why? Because bad ads can have some of the same positive attributes that good ads have. However, if the ad didn’t stick in your mind, the ad didn’t work. It didn’t connect. And without this relational connection you’ve wasted a lot of time, money, and opportunity.