Viewability is a prized metric, but it doesn’t tell the whole story. A new study used biometric technology to see what kinds of mobile ads really resonate.
The average American checks their phone every 12 minutes and as a result, marketers spend billions of dollars a year on mobile ads. But how effective are those ads?
Viewability is an important metric for marketers and the Interactive Advertising Bureau (IAB) has extremely detailed guidelines as to what constitutes an impression. But that doesn’t tell the whole story. While viewability lets advertisers know that their ad appeared on a screen, they can’t be sure the ad caught the consumer’s eyes. More importantly, viewability doesn’t determine whether the ads actually resonate.
“We talk about ad exchanges, DMPs, cookies, onboarding: all the technology underneath billions of dollars of acquisitions,” says Ryan McConville, President and Chief Operating Officer of mobile ad company Kargo. “But the only part of the industry people see are the ads themselves. Marketers spend so much time audience layering, but they leave out the most important part. What is the creative going to look like when people see it?”
Animated mobile ads: The top performers
There are countless variations of mobile ads. Kargo teamed up with MediaScience up to figure out which formats were the most effective. However, they didn’t just survey people. Because MediaScience is a neuroscience firm, they were also able to use biometric technology to determine which ads caught people’s eyes and affected their blood pressure and heart rate.
More than 200 consumers were tasked with reading five editorial articles, which contained nine different types of ads, a mix of static, animated and video. Respondents were connected to eye recording and biometric recording devices that captured data including which participants’ eyes focused on ad units, how many times and for how long.