If you find that you like certain mobile ads better than others, you’re not alone. This is because mobile ads affect your mind more than you might think. According to a new study from mobile brand advertising leader Kargo, certain types of ads captivate mobile consumers while others are more likely to aggravate them.

Why does this matter? The findings of such a study can be highly beneficial to the marketing industry, which is always hard at work trying to figure out what types of ads are the most effective in terms of being well-received by users. Plus, knowing this information would be highly useful in regard to establishing the most optimal mobile app monetization strategy.

Kargo's study – The “Captivate vs. Aggravate” study – was conducted with the help of neuroscience research firm MediaScience. The study analyzed both the emotional and rational responses that consumers had to four different types of mobile ads within top editorial environments. More specifically, the study tracked the neurological reactions that the participants had to various ad formats by analyzing eye movements, attitude changes and biometric responses.

What the researchers learned from the study was that the size of the ad played an important factor in terms of how well consumers responded to it. That being said, bigger wasn’t always best. Furthermore, interstitial ads - those that pop-up and cover the full screen – are viewed by users as being the most intrusive and annoying. When these ads appear the users’ attention to them dropped dramatically.

On the other hand, consumers appeared to be happier with in-stream advertising. These are ads that are placed in between content. For instance, they may appear at the end of a game or a game level, etc. It is thought that users may find these ads more appealing because the engagement is user-controlled. Interestingly, the study also found that even if participants didn’t like the ad format it did not impact their opinions about the brand or the editorial content around the advertisement.

Another study by neuromarketing leaders Neurons Inc. and True Impact also tested the reactions mobile consumers had to certain ads. This study was conducted in an effort to help marketers better understand how users react to in-app mobile video ads and how users engage with them. This information gives insight to brand recall, human attention and higher ad receptivity. The report about this neuroscience study was released by MediaBrix, the leading in-app mobile video advertising platform for brands.

The study focused on testing the reactions users had to ads that were delivered in two formats but that had the same creative, which was either from MillerCoors or a global confection brand. What the researchers discovered was that embedded opt-in ads that were presented within the context of the consumer’s experience and that rewarded attention were received much better than standard interstitial video ads. In fact, the opt-in advertising yielded eight times more mental engagement from the users as well as over three times the amount of time spent with the brand, and far greater brand recall and positive sentiment.

What the study showed was that an ad delivery style that enables a brand to add context and value to the consumer while identifying emotional and meaningful moments, leads to the most significant brand-consumer relationship, which – in turn - results in a higher return on investment.

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