Content matters: New biometric study shows a Halo Effect for ads

Study addresses the age-old debate around the impact of an ad’s environment on how the ad is perceived by its audience

A new biometrics study has found ads are perceived 74 per cent more favourably in high-quality environments with more impact.

Since the inception of digital advertising, marketers have debated the impact of an ad’s environment on how the ad is perceived by its audience.

The latest biometric research released by Integral Ad Science (IAS) reported neurological evidence that an ad's environment has a dramatic impact on how people react to the ad. The research found ads viewed in high-quality mobile Web environments were perceived far more favourably than the same advertisements seen in low-quality environments. These environments were graded according to IAS's proprietary risk scoring method.

The study’s findings put measurable neurological results behind the idea that mobile ad effectiveness directly ties to display environment. The biometric study looked at the brain centres responsible for positive and negative affinity, and found consumers liked ad creative more when seen next to high-quality content and actively disliked ads when they appeared next to lower quality content. The study also indicated consumers are three times less willing to associate with brands that run alongside unsavoury content.

CMO at IAS, Tony Marlow, said the biometric research demonstrates the quality of an ad’s environment has a dramatic impact on how people react to that ad.

“People respond to the entire context of an ad impression rather than just a single component of it, and this generates a very strong and positive halo effect for ads that are seen in high-quality environments,” he said.

The IAS biometric research also found high-quality content can generate up to a 20 per cent higher engagement rate, and up to a 30 per cent greater memorability among consumers than in low-quality environments.

IAS added advertisers need to clearly spell out their brand suitability requirements without limiting scale, while publishers should actively work with brands to understand and meet their suitability thresholds.

The study monitored 50 people during a 30-minute mobile experience by Neuro-Insight using Steady State Topography (SST), a proprietary technology that tracks and records brain activity in real-time as participants navigate through a simulated mobile experience. Participants were shown eight digital display creatives spanning the auto, CPG, financial services, technology, and retail industries on eight mobile Web environments that were selected based on IAS Brand Risk assessment (four high quality and four low quality).

IAS is a global technology company that offers data and solutions to establish a safer, more effective advertising ecosystem.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

I have recently worked on Big Data while studying on my certificate exam SAA-C01 Braindumps provides authentic IT Certification exams pre...

samried

The CIO and CMO Perspective on Big Data

Read more

Thanks for sharing the insights. The findings are spot on according to several encounters we had with various brands in the luxury retail...

Xen Chia

Report: Only 11 per cent of brands use customer data effectively

Read more

I think they are overpriced. Don't you think so? I won't buy them.

Donna Green

Apple Watch arrives April 24, some models top $10K

Read more

Energy Makeovers provides services to building owners to reduce their energy consumption and emissions, including replacing halogen light...

samried

How one energy company is giving itself a social media makeover

Read more

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

Latest Podcast

More podcasts

Sign in