The majority of mobile ad dollars are going towards boring (or worse, annoying) ads that alienate consumers and negatively impact brands. To find out what ads captivate consumers and which aggravate them, Kargo and Media Science conducted a study on ad impact by evaluating participants’ emotional and neurological responses to various mobile ad formats. The results will surprise you.    Key Takeaways: How do different ad formats compare in terms of brand recall? How well are each of the ad formats evaluated by viewers, especially in terms of perceived annoyance?Does visual engagement with ads vary across the individual ad formats? How are biometrics and emotional responses impacted by each ad format?    Published: Fall 2016

Discover the role emotions play in determining mobile ad effectiveness

Published: Fall 2016

The majority of mobile ad dollars are going towards boring (or worse, annoying) ads that alienate consumers and negatively impact brands. To find out what ads captivate consumers and which aggravate them, Kargo and Media Science conducted a study on ad impact by evaluating participants’ emotional and neurological responses to various mobile ad formats. The results will surprise you.

Key Takeaways:

  • How do different ad formats compare in terms of brand recall?

  • How well are each of the ad formats evaluated by viewers, especially in terms of perceived annoyance?

  • Does visual engagement with ads vary across the individual ad formats?

  • How are biometrics and emotional responses impacted by each ad format?

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