While visuals vary, headlines for insomnia ads are always slanted towards possible conditions or concerns of the late night viewer such as the spot for Mister Donut:“Already Thinking of Breakfast? Suggestion…” or the spot for Alaska Milk Corporation: “Can’t Sleep? Drink a Glass of Alaska Milk.

Media buying networks use insomnia ad space as offerings to advertisers and ad agencies. Since its launch, various competitive multinationals – clients and agencies alike, have been using the new medium.