With Neurons, inc. using the latest tools and insights from neuroscience to measure, understand and affect human decision making, and TrueImpact noting that 90% of all decisions are driven by feelings, MediaBrix authorized a study to test different ad delivery methods.
The study tested users' reactions to ads delivered in two different delivery formats but with the same creative from either a global confection brand or MillerCoors. Researchers found that embedded, opt-in ads that rewarded attention, and presented within the context of user's app experiences, yielded eight times more mental engagement; more than three times amount of time spent with the brand, and significantly higher brand recall and positive sentiment than standard interstitial video ads.
The Neuro Lab study demonstrates that an ad delivery approach that identifies emotionally-meaningful moments and allows a brand to add context and value to the user, maximizes a meaningful brand-consumer relationship and higher return on investment, says the report.
Ari Brandt, CEO and co-founder of MediaBrix, says."…We believe mobile is the most powerful advertising medium of our day… this research allows marketers to understand the opportunities that lie in mobile… and the implications of (approaching) consumers there…”
To learn how different methods of delivering an in-app ad to impact a user's receptivity to advertising, thought leaders in neuroscience and neuromarketing had subjects in a controlled environment interact with a mobile app from developer. They used scientific-grade technologies to monitor subjects' interactions, neuro and biometric responses before, during, and after the moment of ad delivery.
Diana Lucaci, neuromarketing expert and CEO of True Impact, said "…What we've learned about the consumer's state in the moment of being approached by a brand… speaks to how much a mobile ad can either alienate a consumer or inspire brand affinity. The stakes for marketers are huge…”
Dr. Thomas Ramsoy, PhD, CEO, Neurons Inc reported that "… we looked at the… data, the disparity between two mobile ad executions became glaringly obvious… positive indicators like cognitive load, or engagement, and motivation, the brain's manifestation of wanting, were much stronger in the contextualized, rewarded ad… whereas arousal, or erratic sentiment in the brain, was much more common for standard interstitial ads."
Overall, the study found that people engage more with mobile video ads that are embedded in the app experience and contextually relevant, compared to a full-page interstitial ad unit. Here are some key findings:
Dr. Manuel Garcia-Garcia, senior vice president of the Advertising Research Foundation, concludes that "As the ARF gears up to release its findings… next year… on creative factors and delivery… this research adds substantial data to the existing body of knowledge… (and) exciting to see that the industry thought leaders are taking an aggressive yet thoughtful approach to the mobile channel and how brands can be best served…"
For additional information, please visit here.