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Click-To-Play Ads Power Emotional Reaction
- M&M Global , Wednesday, December 12, 2012 3 AM
Click-to-play online video ads are more likely to evoke an emotional reaction from consumers than auto-play ads, according to new research carried out by Undertone and IPG Media Lab. The study used eye tracking, facial coding and panel surveys in order to gauge how consumers react to video advertising. Consumers watching click-to-play video ads were also more engaged and more likely to browse new content or purchase something compared to viewers of auto-play ads, and overall had higher satisfaction scores.
