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21 April 2022
The first few seconds of an ad are critical
Biometric researchNeurometric researchAttention
Ads that drive an immediate consumer response typically have the greatest impact, a study by the Advertising Research Foundation (ARF), the industry body, has found.
Why it matters
Understanding the moments of greatest arousal – the term given to biometric and neural responses to a stimulus by an individual – in the advertising context is a vital way for brands to ensure their creative work drives effectiveness with consumers.