Summary of the Article
“As the industry moves toward 100 percent viewability and mobile advertising continues to skyrocket, it’s important we understand what consumers …
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.
first published: 2015-03-10 01:07:30