[September 26, 2016] |
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A New Study from Kargo Reveals How Mobile Advertising Impacts Consumers' Minds
Kargo,
the leader in mobile brand advertising, today announced the findings of
an in-depth neuroscience study that assessed multiple mobile advertising
formats to determine which are most captivating for consumers and which
could potentially cause aggravation.
The "Captivate vs. Aggravate" study, conducted with neuroscience
research firm MediaScience, analyzed consumers' rational and emotional
responses to four mobile ad formats within premium editorial
environments. It tracked neurological reactions to various types of
mobile ads via participants' eye movements, biometric responses and
attitudinal changes.
Key findings from the study include:
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Size is important for mobile ads, and bigger is not necessarily better.
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Interstitial ads, which pop up and block the entire mobile screen, are
the most disruptive and intrusive. While "technically" viewable, the
attention to this format after it is served by a viewer often drops
dramatically.
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Consumers prefer ads that are in-stream - those that are placed in
between mobile editorial content - above all other ads, likely because
the engagement is user-controlled.
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Luckily, ad formats do not impact consumers' opinions about the brand
or the editorial content around the ad.
"A shocking amount of mobile ad dollars are going towards boring - or
worse, annoying - ads that alienate consumers and negatively impactuser
experience," said AJ Mathew, VP of Research at Kargo. "Ads that draw
consumers in and attract attention are more impactful and effective,
compared to large, interstitial ads that consumers are visually engaging
with, but often because they are trying to close them."
Kargo and MediaScience research shows that Kargo sidekick ads - which
are smaller, expandable ads that appear in the corner of a screen - are
the best at getting viewers to look back at the ad several times. Study
participants also appeared to have positive biometric responses to
sidekick ads, which were the most-liked format tested. This signals to
brands that it is more beneficial to captivate viewers without
aggravating them.
In addition to creating rich-media campaigns for more than 200 brands
(including Unilever, Procter & Gamble, Verizon (News - Alert) and L'Oréal), Kargo
partners with a handpicked network of 300 top publishers (like The
Wall Street Journal, NBC and Vox), which provides
brands with the ability to access an audience that rivals Facebook and
Google (News - Alert) in terms of scale.
Within the last 12 months, Kargo surpassed $100M in 2015 revenue,
expanded internationally, was featured on the Inc. 500 for the
second consecutive year (ascending from 405 to 336) and strengthened its
executive team by adding top talent from technology giants like Apple (News - Alert),
Google and AOL.
ABOUT KARGO
Kargo is the leader in mobile brand advertising. Bringing together
creativity, technology and quality, Kargo empowers advertisers to break
convention and build connections with consumers on the most important
screen today-the phone. Through our high-end editorial alliance composed
of world-class publisher partners, as well as our proprietary
advertising automation tools and award-winning creative studio, we
enable brands and agencies to reach eight out of 10 smartphone users in
the United States with memorable, measurable mobile ad experiences. In
2015, Kargo was recognized by Crain's NY Business as one of the
50 fastest growing companies in New York. Kargo also earned spots on Inc.'s
list of the 500 fastest-growing companies in the United States and
on Business Insider's list of the "hottest pre-IPO ad tech
startups" in both 2015 and 2016. Kargo employs more than 200 people in
New York, Chicago, Dallas, San Francisco, Los Angeles and London.
For more information, visit Kargo at www.kargo.com
or @Kargo
on Twitter (News - Alert).
View source version on businesswire.com: http://www.businesswire.com/news/home/20160926006105/en/
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