Why the first half-second of a mobile ad is a must-win moment

Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.

New research spearheaded by the Mobile Marketing Association (MMA) and supported by the Advertising Research Foundation (ARF), as well as neuroscience research company Neurons Inc., reports that consumers engage with – and react to – mobile advertising in less than a half-second.

“To our knowledge, the neuroscience work that we did is the largest [such project] ever done, especially in the United States, with about 900 different sessions,” said Vassilis Bakopoulos, the MMA’s svp/research and insights.

“The central focus of our research was to understand exposure time and how it relates to cognition in a mobile environment,” he explained at...

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