When it comes to how people respond to advertising in iPad apps, "neuromatic" testing by Universal McCann found most ads are doing a good job of engaging both the cognitive and emotional sides of
people's minds. Among ad features liked best were the ability to play a video, tap to view, photos, and 360-degree product views. One thing users didn't like was music in an ad auto-playing, leading
people to try to shut it off as quickly as possible. "If advertisers think people can play music to get people's attention, that's a huge turnoff," said UM's Haggerty. In terms of video in ads, videos
that began with a person's face proved the most engaging. Haggerty said users are also turned off by repurposed TV commercials; they want to see fresh video material on the tablet.
