MOBILE ADS: INTRUSIVE OR EFFECTIVE?

October 4, 2016

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In the mobile ad ecosystem, there are 3 parties to satisfy: advertisers, publishers, and users. Advertisers want effective advertising.  Publishers want to attract and retain users.  And users want a good experience.  How do we find a balance?

The industry has found a number of quantifiable methods to measure the effectiveness of advertising, through surveys, behaviors, sales data, etc. But, how would one measure the level of annoyance and intrusion of mobile ads?

The easy answer would be to survey users. However, this method uses rational measures - meaning, the respondent has time to think about their answer. Surveys also measure the impact long after the ad was served. Annoyance and intrusion are emotional impacts, which must be tracked in the moment of a stimuli, and before a user has a chance to think about their response.

With neuroscience research, conducted in partnership with MediaScience, this industry-leading study combines both rational and emotional measures to help optimize the effectiveness and user experience of different ad formats.

Key Findings:

> The branding impact of interstitial ads on mobile may not be worth the negative emotional costs that come with it.

> In-Stream ad units have shown to provide users the opportunity to focus on mobile ads at their own discretion, thus providing a less intrusive experience.

> Smaller ad units with movement provide brands with continued visual attention without the negative emotional costs.

 

 

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