Teaser shampaigns

I find myself in a market that's in love with teaser campaigns. And that's why I'm forced to ask myself this question: How effective are teaser campaigns? Don't you think they're a waste of money? Isn't a teaser campaign not much more than an arrogant advertiser's view that people are going to spend more than a second wondering what this amazing brand that's about to reveal itself in all it's shilly glory is? I think teaser campaigns work only when they're thought-through as much more than just plain teasers. The best teaser campaign is a thought-provoking advertising campaign. What's so great about teaser campaigns. I don't know. Tell me, do you?