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New Neuroscience Study Shows How Mobile Users Actually Respond to In-App AdsNEW YORK, Sept. 27, 2016 /PRNewswire/ -- MediaBrix, the leading in-app mobile video advertising platform for brands, announced today the results of a new study from neuromarketing leaders True Impact and Neurons Inc. designed to help marketers understand how users react to and engage with in-app mobile video ads, unlocking the key to higher ad receptivity, human attention and brand recall. The study tested users' reactions to ads delivered in two different delivery formats but with the same creative -- from either a global confection brand and MillerCoors. Researchers found that embedded, opt-in ads that rewarded attention and presented within the context of user's app experiences yielded eight times more mental engagement, more than three times amount of time spent with the brand, and significantly higher brand recall and positive sentiment than standard interstitial video ads. The Brand Receptivity Neuro Lab study demonstrates that an ad delivery approach that identifies emotionally-meaningful moments and allows a brand to add context and value to the user, maximizes a meaningful brand-consumer relationship and higher return on investment. "We believe mobile is the most powerful advertising medium of our day, but the industry as a whole lacks research and real innovation to capitalize on it." said Ari Brandt, CEO and co-founder of MediaBrix." This research allows marketers to understand the opportunities that lie in mobile and the implications of how we approach consumers there. We're excited to expand upon these findings and analyze more formats in our mission to build meaningful, coveted one-to-one connections between brands and consumers." To learn how different methods of delivering an in-app ad impact a user's receptivity to advertising, thought leaders in neuroscience and neuromarketing had subjects in a controlled environment interact with a mobile app from developer Magmic. They used scientific-grade technologies to monitor subjects' interactions, neuro and biometric responses before, during, and after the moment of ad delivery. Subjects also underwent a post-tet interview for further insights into their reaction and interactions with the test app and advertisements. The lead researchers were Dr. Thomas Ramsoy, PhD, CEO, Neurons Inc. and adjunct professor at University of Copenhagen, and Diana Lucaci, neuromarketing expert and CEO of True Impact. "In order to truly understand consumers' reactions to different ad delivery methods within an app, we decided to go beyond standard physiological data and looked to neuroscience and years of trusted methodologies," said Lucaci. "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. The stakes for marketers are huge here." "As we looked at the neuroscience and biometric data, the disparity between the two mobile ad executions became glaringly obvious," said Ramsoy. "Positive indicators like cognitive load, or engagement, and motivation, the brain's manifestation of wanting, were much stronger in the contextualized, rewarded ad, whereas arousal, or erratic sentiment in the brain, was much more common for standard interstitial ads." Overall, the study found that people engage more with mobile video ads that are embedded in the app experience, opt-in, and contextually relevant with a value exchange compared to a full-page interstitial ad unit. Here are some key findings:
"As the ARF gears up to release its findings on mobile advertising at its Annual Conference next year with focus on creative factors and delivery – this research adds substantial data to the existing body of knowledge," said Dr. Manuel Garcia-Garcia, senior vice president of the Advertising Research Foundation and adjunct assistant professor at the New York University Stern School of Business. "It is exciting to see that the industry thought leaders are taking an aggressive yet thoughtful approach to the mobile channel and how brands can be best served." After a successful inaugural study from MediaBrix's Neuro Labs, the company intends to continue diving further into neuroscience to educate brands and the advertising industry on the best path forward in mobile advertising. They plan to expand to new ad formats and new partners -- both brands and research experts, including an upcoming partnership with the Advertising Research Foundation -- to advance the area of neuromarketing in the advertising industry. To learn more about how you can integrate MediaBrix into your mobile marketing strategies, please visit:www.MediaBrix.com. About MediaBrix Photo - http://photos.prnewswire.com/prnh/20160926/411964-INFO To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/new-neuroscience-study-shows-how-mobile-users-actually-respond-to-in-app-ads-300334644.html SOURCE MediaBrix |