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ARF Certification Study

Study Focus: Ad duration responses: Attentional, emotional, and cognitive responses to advertising (Neurons, MMA)

The results of the first research out of the ARF Research Quality Certification Program were presented by Vas Bakopoulos, Head of Research & Insights, Mobile Marketing Association, at the ARF’s AUDIENCExSCIENCE 2019 conference.

The research focused on the first three seconds of ads to test exposure time and recognition in a mobile environment. Attention was measured as a percentage of the ad seen. Cognitive processing was measured by cognitive load and Motivation/Emotional Response (FAI). Here are the key results:

  • Cognition is fast. Two-thirds of mobile ads are seen and cognitively recognized at 0.4 seconds.
  • Time is relative. Consumers need about three seconds to see and cognitively recognize the same share of ads in a desktop environment. Ads in a mobile feed environment get attention faster and trigger stronger cognition compared to desktop. About 60% of desktop ad exposures are seen at two to three seconds.
  • Cognitive process is accelerated for known brands. There is no difference in terms of when ads get attention between well-known and lesser known brands, but well-known brands convert attention to a stronger emotional and cognitive response.
  • Motion drives emotion. Video ads get similar levels of attention compared to static ads, but video ads create stronger emotional response earlier than static ads.
  • Weak ads work fast and fail faster. Weak ads are processed faster and create negative responses in less than a second. Low performing ads (those in the lower quantile in terms of brand recall based on brand lift study) create negative motivation early on. There was no difference in terms of when ads get attention between high and low performance ads. Low performing ads did not generate positive emotions.

Brands need to develop a clear one-second strategy to leverage this critical point of consumer cognition and win customers. The MMA is not advocating one-second ads; however, the one-second strategy is crucial, as ads that fail, fail on the first second. Phase 2 of this research will be focused on understanding why this is happening.

To see the study, click here.

To request a copy of the data from this research, click here.

This study was shared on the main stage at the ARF’s 2019 AUDIENCExSCIENCE event. The conference presentation and associated video are available in the embedded links.