Summary of the Article
Assessing Visual Focus, Message Processing & The Ability To Strengthen Associations Through Mobile Native Advertising.
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.
first published: 2015-03-10 00:17:26