Digital ads shown within high-quality mobile environments were perceived 74% more favourably than those in low-quality environments, according to biometric research by Integral Ad Science (IAS).
As smartphone adoption to continues to grow (surpassing 70% in 2019 in the US) and US daily time spent with media on mobile is set to reach 30.6% of all media, mobile ad expenditure to continues to grow.
63% of consumers find that ads are now more relevant to them compared to two years ago.
However, US consumers are three times less likely to associate with brands which advertise alongside inappropriate content.
Additionally, 80% of marketers would reduce ad spend on partners with unsafe environments and 54% will increase spending on safe environments.
Avoiding fake news and ensuring brand safety are among the top priorities for many marketers.
By studying the brain’s responses to mobile ads, IAS found that audiences on high quality sites were 20% more engaged than low quality sites.
Quality content was also found to be 30% more memorable.
“This biometric research demonstrates that the quality of an ad’s environment has a dramatic impact on how people react to that ad” said Tony Marlow, CMO at IAS. “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.”
The study monitored 50 people during a 30-minute mobile experience by Neuro-Insight using Steady State Topography (SST), to record brain activity. Participants were shown digital display creatives across various industries.