Do you ever wonder how consumers really feel about your mobile ads? Perhaps you want to know which type of ads best attract your target audience so you can increase your sales. MediaBrix, an in-app mobile video advertising platform, announced the results of a new study from neuromarketing leaders True Impact and Neurons Inc. on the impact of different kinds of video ads delivered in mobile apps. The study showed that some types of ads spur viewers to immediately close the videos, while other types attract user engagement. "This research allows marketers to understand the opportunities that lie in mobile and the implications of how we approach consumers there," Ari Brandt, CEO and co-founder of MediaBrix, said in a statement.
To learn how different delivery methods affect a user's receptivity to in-app video ads, researchers asked subjects in a controlled environment to interact with a mobile app from developer Magmic. The researchers then monitored subjects' interactions, and neuro and biometric responses before, during and after the moment of ad delivery. The researchers looked at reactions to two types of ads: interstitial (full-screen ads that take over the host app) and embedded opt-in. The research found that interstitial ads elicited negative reactions from consumers. In fact, 22 percent of the research subjects' time was spent searching for the "X" button to close the ads, as part of a "fight-or-flight" tendency, the study said. These overwhelming ads seem to turn many mobile users away, especially in comparison to embedded, opt-in ads, in which viewers spent 9.5 times more time watching than with interstitials. Because viewers actually pay attention to these advertisements, consumers are more likely to remember and understand the brand or offer, which is crucial to the ad's success, the researchers said. However, only 25 percent of viewers watched the full video in an interstitial ad, the study showed. On the other hand, embedded, opt-in ads have a positive effect on their audiences. Nearly 90 percent of the study's viewers watched the entire video; these viewers also spent much more time fixated and cognitively engaged in the material, leading to higher levels of retention. Consequently, a whopping 70 percent of viewers remembered the products and 73 percent understood the offers with these ads, trumping the 40 percent and 49 percent of interstitial-ad viewers. "Positive indicators like cognitive load, or engagement, and motivation, the brain's manifestation of wanting, were much stronger in the [embedded opt-in] ad, whereas arousal, or erratic sentiment in the brain, was much more common for standard interstitial ads," said lead researcher Thomas Ramsoy, CEO of Neurons Inc. and adjunct professor at the University of Copenhagen in Denmark. Embedded ads also sparked four times the amount of motivation in their viewers, causing them to want to continue using the app. The underlying mental attraction to these opt-in ads contribute to their lasting impression, the researchers said. "What we've learned about the consumer's state in the moment of being approached by a brand speaks to how much a mobile ad can either alienate a consumer or inspire brand affinity," said neuromarketing expert Diana Lucaci, lead researcher and CEO of True Impact. "The stakes for marketers are huge here."
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