Event Surplus.

Oh look! An advertisement that utilises a busy station as the canvas for an event. How long is it since we saw that? Yes, as regular advertisements are increasingly ignored, there will be a rise in "event" marketing. But one thing is being overlooked.

Event [ i vént ] noun

Definition:

1. important incident: an occurrence, especially one that is particularly significant, interesting, exciting, or unusual

The more "events" marketers create, the less eventful they become. People are already struggling with cognitive surplus. They're going to recognise and zone out "event surplus" very quickly.