The human brain only needs 400 milliseconds (or less than half a second) to engage with mobile advertising and trigger an imprint – be it positive or negative.

But marketers and advertisers usually develop 15/30 second creative and media strategies for their brands, or lately even 06/07 second strategies.

To really make an impact on mobile, developing plans and strategies for that first one second has become vital as research in psychology and cognitive neuroscience suggests that consumers may respond faster to ads than what the industry standards suggest.

This was one of the conclusions of a cognitive neuroscience research study carried out by the MMA (Mobile Marketing Association) in collaboration with the Advertising Research Foundation (the non-profit advertising industry association).

Mobile advertising will see a great deal of action in the coming years, and in markets like India, many consumers go straight to the mobile phone for all their activities.