A new study by Integral Ad Science (IAS), focused on mobile browsing, reveals that there is neurological evidence that the digital environment in which an ad is published has a major impact on how users perceive it. In fact, it is noted that ads viewed in quality environments are perceived 74% more favorably by consumers than the same impressions in other low-quality environments.To arrive at the finding, the study analyzed the brain centers responsible for the positive and negative affinities. It has also been found that consumers prefer impressions that appear alongside high-quality content, and that they do not like those that are close to low-quality content. In fact, the work indicates that consumers are three times less likely to associate with brands that are next to unwanted content.”Biometric research shows that the quality of the environment in which an ad appears has a crucial impact on how people react to the ad,” says Tony Marlow, CMO of IAS. “People respond to the total context of an ad impression and not just one element. This creates a strong, positive halo effect for ads viewed in quality environments.”Advertisers strive to interact with consumers and impact their long-term memory.
In this line, the biometric study shows that ads in quality environments can generate Norway Phone Number List up to 20% more engagement of users with brands and 30% more memory rate of impressions than if they are seen in environments with lower quality.The study took into account the neurological analysis of the behavior of 50 users during simulated 30-minute mobile browsing sessions. The field work has been carried out by the company Neuro Insight, which has used Steady State Topography (SST) technology to track and record brain activity in real time. Throughout the test carried out, the participants saw different display creatives from sectors as diverse as automotive, consumer goods, finance, technology and retail in different mobile web environments and with different degrees of quality.
A little memory. Eighties. Spanish advertising is at its peak. It is not a coincidence. After all, an artistic discipline until the 1950s, had begun a little earlier, to flirt with others in order to endow its conclusions with “science”: philosophy, philology, psychology, mathematics, marketing, and so on.In the 1960s, advertising struggled to be considered a science: of information, a strange name for many. As a consequence, in the year 71 the Faculty of Information Sciences of the UCM was created, which put an end to the old Schools of Journalism and Advertising that lacked university rank. Many others would happen to her. Maybe too many.
Cooking, an art, a creative manifestation like so many, for years has also struggled to be considered a science. So much so that, as with journalism, cinema and advertising in the 1970s, since 2009 the Basque Culinary Center in San Sebastián and its Faculty of Gastronomic Sciences have offered Bachelor’s and Master’s degrees to new generations of chefs from the region.I am convinced that, today, many “traditional cooks” do not see this initiative favorably. For them, cooking is learned behind the stove. Our parents thought the same thing when they said that a journalist was trained in a newspaper or an advertiser in an advertising agency, when they entered as apprentices.