Why do some mobile ad formats scream out “engagement” and others just annoy the heck out of people? Maybe it’s the message, but more likely it’s the response they trigger in your brain. If you’re going to optimize your next mobile campaign, it can help to get into the science of consumer response and how conscious and subconscious actions affect mobile ad engagement.
To travel into the synapses of mobile users, Kargo, in partnership with MediaScience, used the latest biometric technologies to determine what drives consumers to pay attention to ads on their phones. Here’s what they found: