Mobile Ads: A Neuroscience Perspective

Summary of the Article

Assessing Visual Focus, Message Processing & The Ability To Strengthen Associations Through Mobile Native Advertising.

Article

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.

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first published: 2015-03-10 00:17:26

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