Two new neuroscience reports consider which mobile ads support affinity

Dive Brief:Mobile marketing companies Kargo and MediaBrix have released separate reports, each leveraging neuroscience and neuromarketing to better understand the neuro and biometric responses to certain ads. Kargo’s findings point to the effectiveness of smaller display ads while MediaBrix determined that embedded, opt-in views are better received compared to interstitials.  The insights into the consumer’s state of mind when an ad is served could help brands deliver ads that drive brand affinity rather than annoy consumers.  Dive Insight: The marketing industry is still trying to figure out how best to advertise to mobile users, as smartphones are much more personal than other devices, with consumers typically having them nearby throughout their day. Interactions are also often on-the-go and of short duration, another challenge for marketers. Initial efforts to simply replicate…


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