Study: Consumer attention rises in Moment of Next

Readers experience a rapid increase in both attentiveness and emotional response in the space after reading an article and placement of ads impacts effectiveness, study finds.

Readers’ cognitive load, or how busy the brain is at a given moment, is lowered by 8 per cent when finishing a content article, making their brain more available to respond to new stimuli, a new study claims.

Taboola together with Nielsen carried out the study using the BrainVu artificial intelligence (AI) platform to test people’s attentiveness and emotional response to two different types of content, written and video, to measure effectiveness.The study examined an article feed to measure the best end-of-article experience and the most effective mobile video ad experience using BrainVu, a cloud-based service that creates an immersive virtual reality (VR) experience to analyse a spectrum of unique eye measurements to identify audience reaction.

Participants were asked to engage with publisher sites with different end of article experiences, including both an infinite feed and no end of article content. Bio-markers were used to measure their reaction and attitude.

For article content, the study found the ‘Moment of next’ when users were most open-minded and have a lower cognitive load is at the end. Moment of Next is defined as that moment when readers are deciding what to do next with their time and attention. 

Readers were 20 per cent more attentive to the infinite feed (content scrolling) compared to articles without advertising at the bottom, indicated by the movement of their eyes shown by the biomarkers. Infinite Feed generated a 17 per cent higher emotional response from the audience compared to both the finite display of articles without advertising at the bottom.

According to the study, uncertainty and curiosity feed into the moments of next and Infinite Feed is effective because it targeting the reader when they’re most receptive to new content. 

When it comes to mobile video ads, the study found participants in the study were 25 per cent more attentive while watching the same videos on the feeds of Taboola and Facebook compared with YouTube’s pre-roll. Participants had a 13-23 per cent higher emotional response when watching the same video ad on Taboola in comparison to Facebook and YouTube, which is accounted for, in part, by timing the ads in the moment of next.

Earlier this month it was announced Taboola and its digital native advertising competitor, Outbrain, would merge to form a bigger player that can take on the giants Google and Facebook in the digital ad space.

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

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in