Marketers estimate that U.S. citizens are exposed to up to 4,000 advertisements daily, and for many, sleep is the only refuge from constant brand messaging.
However, this safe haven might no longer be guaranteed.
According to a survey by the American Marketing Association, 77% of 400 companies surveyed in 2021 said they planned to experiment with “dream ads” by 2025.
But can we be sure dream-targeted advertising hasn’t already begun?
That same year, dream researchers issued an open letter warning the public about companies attempting to infiltrate dreams with ads, following an experimental campaign by Coors Light that sparked debate after success. This raised the question of whether brands could be experimenting with consumers’ dreams – without their knowledge.
To explore whether dream-targeted advertising is already affecting young adults, The Media Image commissioned consumer research focusing on Gen Z and Millennials—the prime target demographics for many advertisers.
Key Findings
Our new survey asked young Americans about their thoughts on dream-targeted advertising:
- More than half (54% of the 18-35 age group) have, at some stage, had a dream they believed was influenced by an advertisement or included ad-like content.
- In the past year, 6 in 10 (61%) say they’ve had dreams that include ad-like content, and for nearly 2 in 5 of them—38%—it happens between once a month to every day.
- 2 in 5 (41%) say they think ads are actively infiltrating their dreams.
- Over the past year, two thirds of consumers (66%) say that dreams—whether directly or indirectly—did not “convert”, in other words they didn’t buy a product or service as a result.
- However, over a third (34%) say their dream did encourage them to make a purchase.
- Additionally, over two thirds (68%) say they would not pay to keep their dreams completely free of ads—even though such a technology is currently impossible (we think).
- And 1 in 3 (32%) would be willing to pay for a “dream-ad blocker”.
- Conversely, more than 2 in 5 (41%) would be willing to see “dream ads” if it meant they could get discounts on products or services.
New consumer research on dream targeted advertising
Are dreams being influenced by advertisements?
Research shows over half of 18-35 year old Americans surveyed (54%) have, at some stage, had a dream that they felt had been influenced by an advertisement OR included ad-like content.
Almost half (46%) said they have not had a dream that seemed influenced by an advertisement.
With more than half of respondents reporting dreams influenced by ads, it raises concerns about whether brands are using unknown methods to exploit dreams, and if persistent brand exposure could lead to unintentional brand loyalty or reinforce habits in ways consumers may not be fully aware of.
Similarly, for the almost half of people who did not report this experience—it suggests that dream content may vary significantly based on individual factors such as lifestyle, screen time, and consumer habits.
Q: Have you ever had a dream that seemed influenced by an advertisement or included ad-like content?
How often do people experience “dream ads”?
Over the past year, more than 6 in 10 individuals aged 18–35 reported experiencing dreams containing ad-like content.
This majority statistic suggests that dream advertising has been occurring throughout 2024, whether intentionally through invasive marketing strategies or indirectly due to external influences. However, 2 in 5 people (40%) do believe that advertisements are directly infiltrating their dreams.
But why might this phenomenon be happening indirectly?
One possibility is the increasing prevalence of excessive social media consumption before bedtime. Experts say that engaging with content such as influencer promotions or targeted ads late at night can blur the line between waking thoughts and subconscious dreams.
Another contributing factor could be late-night online shopping, where browsing clothing websites or e-commerce platforms just before sleep leaves residual impressions that carry over into dream states.
Q: How often do your dreams include ad-like content?
- 61% of people say they have dreams that include ad like content, and for 38%, it occurs on a regular basis (between every day to once a month)
- 22% claim it happens between once a week to daily
- 17% claim it happens between once a month to every couple of months
- 39% report never having had a dream that include ad-like content
Dreams encourage consumers to buy products or services
Over the past year, two thirds (66%) of consumers say they were resistant to ad dream purchases; however, the data indicates roughly 1 in 3 respondents (34%) say they succumbed.
As 1 in 3 consumers reported feeling encouraged to make a purchase based on a dream, this presents a striking indicator of the potential power of dreams in shaping consumer behavior. While two-thirds of respondents weren’t influenced, a potential conversion rate of nearly 34% is substantial if people actually made purchases—comparable to or even better than some traditional ad campaigns.
If subconscious cues are reported to translate into real-world purchases, more marketers could soon be investigating dream-targeted advertising opportunities—though this is illegal under current advertising laws.
Q: Over the past year, have any of your dreams encouraged you to purchase a product or service?
Big brands are taking over our dreams
Almost half of 18-35 year old Americans (48%) see well known brands in their sleep such as Coca-Cola, Apple, or McDonalds.
Harvard experts suggest that memories are “reactivated” in the sleeping brain, meaning that the more people are exposed to and engage with brands in their daily lives, the more likely these brands are to appear in their dreams – this could be considered indirect advertising.
However, in an age where smartphones are everywhere and soda brands and fast-food chains govern public spaces, it’s concerning that these household names permeate even our subconscious. Most concerning of all, the survey data indicates that brands with the budget for dream-targeted advertising could indeed already be doing so through unknown methods.
Q: Have you ever noticed well known brands or branded products in your dreams, for example: Coca-Cola, Apple iPhone, or McDonalds?
Most people won’t pay to keep their dreams ad free
Over two-thirds of people (68%) would not willingly pay to keep their dreams completely free of ads. However, 1 in 3 (32%) would be willing to pay.
Big brands could therefore have access to over two-thirds of their target demographic’s dreams without resistance—raising questions about how far advertisers might go in capitalizing on this subconscious space. Furthermore, this suggests that for most consumers, avoiding ads in their subconscious isn’t a top priority, leaving an open field for brands to experiment in this space if not properly governed.
Based on comparable Youtube Premium rates, ad-free sleep could cost the consumer $167 a year if the technology would ever be introduced.
Q: Would you be willing to pay to keep your dreams completely free of ads?
Dream targeted ads are welcome in exchange for a discount on goods or services
More than 2 in 5 consumers (41%) would be willing to see ads in their dreams if it provided them with discounts on products or services.
This finding is striking. While this statistic highlights a significant portion of Gen Z and Millennial consumers who are open to ads in exchange for financial perks, it also raises important questions about the ethical boundaries of advertising and whether brands should bribe people’s subconscious for commercial gains.
For advertisers, knowing this many 18-35 year olds are willing to see ads in their dreams for discounts presents both a significant opportunity for dream-targeted advertising, and a responsibility to to act ethically, maintain consumer trust, and ensure compliance with legal standards.
Q: Would you be willing to see ads in your dreams if it provided you with discounts on products or services?
About the Survey
The Media Image, a specialist digital marketing agency, commissioned a survey to provide tangible consumer data on dream-targeted advertising, on the scale it is happening and attitudes towards it from prime demographics for big brands: Gen Z and Millennials.
The survey was conducted by Survey Monkey on behalf of specialist digital marketing agency TMI between January 2nd – 3rd 2025.
Methodology
A representative sample of 1,101 American respondents took part in the survey, of ages ranging from 18-35. The survey was specifically directed towards Gen Z and Millennials as these demographics are a core focus for brands and marketers.
While the survey leaned female (62%), the findings reflect broader perspectives of the 18-35 age group.
Note: Statistic percentages were rounded to the closest whole number.
Sources
Forbes Agency Council. “Finding Brand Success In The Digital World.” Published August 25, 2017. Accessed [09/01/25]. https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the-digital-world/
Future of Marketing Institute. “Sweet Dreams or Nightmares? The Future of Advertising in Dreams.” Accessed [06/01/25]. https://futureofmarketinginstitute.com/sweet-dreams-or-nightmares-the-future-of-advertising-in-dreams/
National Center for Biotechnology Information. “Dreaming and the Brain.” Published January 2016. Accessed [06/01/25]. https://pmc.ncbi.nlm.nih.gov/articles/PMC4704085/
