– Targeting Ads for relevance and scale 

SINGAPORE, March 11, 2015 /PRNewswire/ — Attribute Clusters is the latest feature launching today from BuzzCity, the leading global mobile advertising network. The new feature leverages proprietary data from regular audience sampling and allows advertisers to target large demographic clusters in the emerging markets with both precision and scale.

SANTA CLARA, CA — (Marketwired) — 03/11/15 — Ooyala, a Telstra subsidiary and the leading innovator in premium video publishing, analytics and monetization, today issued its Q4 2014 Global Video Index Report, revealing mobile and tablets now represent more than one third of all online viewing, and providing the first analysis of advertising data from Ooyala’s recently acquired video ad-tech company, Videoplaza.

Using neuroscience to tap into the brain’s subconscious, as opposed to survey-based measurements that involves a person’s conscious reactions, Nielsen was able to quantify where mobile users’ focus was being directed to compare native advertising and banner ads on mobile.

The results were highly in favor of native advertising’s effectiveness over banner ads and adds fuel to the ‘banner blindness’ findings of previous eye-tracking studies.

Research Background

Sharethrough, a software company that enables leading websites and apps to manage their in-feed, native ads, commissioned a study from Nielsen to determine how consumers visually process mobile ads. The study applied eye tracking and neuroscience—the study of subconscious reactions in the brain—to mobile advertising. Unlike survey-based mobile measurement, which evaluates a consumer’s conscious reactions to ads, neuroscience taps into the brain’s subconscious reactions as well.