Google’s acquisition of InMobi for $1 billion would solidify its position as the top player in mobile application ad installations and advertising. The combination of the two companies, reportedlyin talks, would turn Google into a powerhouse, leaving Facebook in the dust.

Bangalore-based InMobi helps companies target advertising to phone and mobile device users.

SAO PAULO, Brazil, March 11, 2015 /PRNewswire/ — The proliferation of smartphones, tablets and other mobile devices has created a catch-22 situation for mobile advertisers. While on the one hand, the customer pool has expanded vastly, the diversity of platforms and operating systems challenges advertisers to attract a true audience.

Native ads on mobile sites receive twiceas much “visual focus” from consumers compared to banners on mobile devices, according to a new Sharethrough-commissioned Nielsen study.

The results were gathered after a year-longstudy of how consumers “visually processed” mobile ads. Nielsen’s Neuro lab used eye-tracking technology and neuroscience to track subconscious brain signals during tests.

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Mar 11, 2015

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Sharethrough, the leading native advertising automation company, today announced the results of a year-long study it commissioned from Nielsen to determine how consumers visually process mobile ads.

– 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.