Ads viewed in high-quality mobile web environments were perceived 74% more favourably than the same advertisements seen in low-quality environments. According to Integral Ad Science's (IAS) biometric research, consumer reaction to low quality site content was neutral. However, IAS said that ads appearing on those environments were actively disliked.
Ads seen on high quality sites were perceived more favorably. The negative reaction to the same ads seen on low quality sites was experienced with 9% greater emotional intensity, IAS found. Meanwhile, high quality content can generate up to a 20% higher engagement rate. As such advertising running next to content on high quality sites may benefit from more engaged audiences. Also, higher quality sites can help consumers achieve up to a 30% greater memorability among consumers than in low-quality environments.
According to IAS, advertisers, publishers and consumers benefit from a focus on brand suitability by increasing campaign effectiveness and streamlining the overall consumer experience. Also, truly addressing brand suitability will require a shift from all stakeholders in the industry. To tackle this, IAS said advertisers need to clearly spell out their brand suitability requirements without limiting scale, while publishers should actively work with brands to understand and meet their suitability thresholds.
“This biometric research demonstrates that the quality of an ad’s environment has a dramatic impact on how people react to that ad” Tony Marlow, CMO at IAS said. He added that consumers respond to the entire context of an ad impression rather than just a single component of it, and this generates a very strong and positive halo effect for ads that are seen in high-quality environments.
Stephen Dolan, managing director, APAC added that engaging multicultural, diverse and attention-poor consumers in the right way presents a unique and ongoing challenge to the marketers in APAC and remains the holy grail.
“Our recently commissioned biometric research definitively shows that ads seen in high-quality sites are more likable, more engaging and more likely to be remembered. The context in which ads are seen absolutely affects our clients' ability to make an impact on consumers," Dolan said.
The study monitored 50 individuals during a 30-minute mobile experience by Neuro-Insight using Steady State Topography (SST). The SST tracks and records brain activity in real-time as participants navigate through a simulated mobile experience. Participants were shown eight digital display creatives spanning the auto, CPG, financial services, technology, and retail industries on eight mobile web environments that were selected based on IAS Brand Risk assessment.