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.

Takeaways

The ARF’s analysis was premised on neural and biometric data collected from 440 people, who were asked to view linear television, desktop, mobile video or mobile newsfeed ads. Its findings...