mobile ads

New Neuroscience Study Shows How Mobile Users Actually Respond to In-App Ads via PR Newswire (sources: MediaBrix, True Impact, and Neurons Inc.)

To learn how different methods of delivering an in-app ad impact a user’s receptivity to advertising (the team) used scientific-grade technologies to monitor consumers’ interactions, neuro and biometric responses before, during, and after the moment of ad delivery.

Subjects also underwent a post-test interview for further insights into their reaction and interactions with the test app and advertisements.

Overall, the study found that people engage more with mobile video ads that are embedded in the app experience, opt-in, and contextually relevant with a value exchange compared to a full-page interstitial ad unit.

One of the many findings:

Interstitials stimulate negative responses: the full page video interstitial ads triggered fight-or-flight responses at a rate twice that of the embedded opt-in ads, and interstitial ad viewers fixated 22 percent of time spent looking for the X button. Viewers are more likely to be more receptive to an ad message when it’s seen as adding value to their viewing experience.

Access full article from PR Newswire

MRC Says Mobile Ads Take Too Long to Load – source: WSJ

The burgeoning burgeoning mobile ad industry is growing rapidly Americans spend more time on smartphones, and as marketers and media companies reorient their business models to help reach these phone-obsessed consumers.

However, the MRC, the Media Rating Council, the ad industry’s overseer of research methodology, reported that ads on average take five seconds to load on mobile websites and apps. That’s roughly twice as long as ads on desktop websites. The slower ads load, the easier it is for mobile users to blow right past them.

The MRC’s CEO, George Ivie, said that there are a number of factors contributing to mobile advertising’s sluggish nature…

Access full article from WSJ

Ad Blindness

Mike O’Brien, writing for ClickZ, analyzes the challenge for mobile advertisers to overcome consumer “ad blindness” to mobile ads.

The rapidly growing number of mobile ads has left consumers feeling oversaturated with these ads.  This problem is exacerbated by the extremely short attention span of consumers.  Peter Szabo, Senior Vice President of Music and Ad Sales at Shazam, discusses the need of consumers for instant gratification. He observes that consumers lose interest if they cannot find an item on a retail website within five seconds.

O’Brien points out that interactive mobile ads created in partnership with Shazam allow customers of Target to “Shazam” QR codes, print and TV ads, and be brought to the product listing pages for their desired items.

Joe Laszlo, Senior Director of the IAB’s Mobile Marketing Center of Excellence, provides additional examples of brands creating effective mobile ads: The Home Depot and Very, a British e-retailer, both provide weather-related ads.

O’Brien feels that interactive mobile ads provide brands with an opportunity to more deeply engage with consumers.


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