The first few seconds of an ad are critical | WARC | The Feed

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