How does advertising impact our minds?

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

How does advertising impact our minds?

Abstract

The mobile ecosystem is faced with challenges to preserve a positive user experience while allowing advertisers to promote their products and services through various ad formats. The growing mobile ad industry launches several new creative formats every year, and it is apparent that these formats play a role in user experience and ad effectiveness. For example, it is presumed that interstitial ads garner the greatest level of advertising effectiveness, thus being viewed as highly valuable to advertisers. Meanwhile, publishers may view the smaller, less on-screen ad units to have a better user experience....

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