How annoyance impacts ad performance

This paper explores the problem of noticeable ads crossing over into annoying ads with the findings of a neuromarketing experiment, measuring the level of attention and the emotional response of subjects exposed to ads.

How annoyance impacts ad performance

Paolo Gaudiano, Paul Dolan, Spencer Gerrol, Ryan McGarry Light Reaction and Icosystem

Abstract

A long-standing, but increasingly meaningful question in advertising is the tradeoff between making ads noticeable and annoying...