In the period from January to September 2018, advertising investment for conventional media has grown by 0.6% over the equivalent period of the previous year, reaching a figure of 3,125.2 million euros, compared to 3,107.9 million of 2017, repeating the percentage of increase registered in the first semester of this year.Television remains the first medium by volume of investment, obtaining 1,508.1 million euros, despite having decreased by -1.3% compared to the same period of the previous year. Internet is consolidated as the second medium by absolute value of advertising investment, growing, in the first nine months of 2018, by 12.8% in investment, with 515.2 million euros. Diarios, which ranks third by investment figure, stands at 359.3 million, continuing with a negative evolution (-6.1%) compared to the previous year.In the period from January to September 2018, advertising investment for conventional media has grown by 0.6% over the equivalent period of the previous year, reaching a figure of 3,125.2 million euros, compared to 3,107.9 million of 2017, repeating the percentage of increase registered in the first semester of this year.Television remains the first medium by volume of investment, obtaining 1,508.1 million euros, despite having decreased by -1.3% compared to the same period of the previous year. Internet is consolidated as the second medium by absolute value of advertising investment, growing, in the first nine months of 2018, by 12.8% in investment, with 515.2 million euros.

Diarios, which ranks third by Morocco WhatsApp Number List investment figure, stands at 359.3 million, continuing with a negative evolution (-6.1%) compared to the previous year.Invasive ads have a strong backlash, as a study of the heartbeat or skin of consumers has shownMobile advertising has grown remarkably in recent times and will continue to grow in the immediate future. Forecasts say that mobile ads will achieve record investment figures and that they will position themselves more and more prominently on the list of items that mark the agenda of advertising and marketing managers.In fact, a study on what will happen in the United States already pointed out that mobile investment will exceed in the coming years that of all traditional media.

And as advertisers’ interest in mobile grows, so does their interest in trying to understand what works and what doesn’t work in this segment. They want to know what they must do to achieve the best results.Where mobile ads are positioned is also important on many levels, as it clearly defines how those ads are to be received. It can make the consumer receive them better or worse and process that information in a completely different way as well.Usually, these types of conclusions are reached based on analysis data, but the truth is that the investigation of data related to brain activity also allows us to reach these conclusions.Reading the heartbeatA team of researchers, who just published their findings in the Journal of Advertising Research (JAR), has taken into account what was happening in the brain and in the consumer’s body to establish how mobile ads are received.

They have analyzed the response in terms of heartbeat , skin conductance , visual fixation and facial expression to see what is ‘really’ going on in terms of attention, engagement and effects of mobile ads.The conclusions are quite close to what one might expect. Depending on where the ads appear and what they do it with, the answer is completely different. And, in addition, the most annoying formats are those that achieve a less positive body reaction. The body, so to speak, rejects disruptive and annoying advertising.The body rejects interstitials and the like”Variations in the placement and delivery of ads on mobile devices change the attention of users and their engagement with respect to the ads and the content in which they are embedded,” conclude the experts. “Disruptive delivery mechanisms” cause a “strong” negative emotional response.

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