Revealed: how to get noticed online

You may think it would not take a rocket scientist let alone a neuroscientist to work this out, but a new study has demonstrated that innovative display ad formats deliver more effective interactivity, emotional response and dwell time with consumers than the industry standard.
The research, by neuro research specialists Neuro-Insight using marketing technology business Rezonence’s interactive FreeWall technology, measured the neurological impacts of traditional MPU (Mid-Page Unit) ads against Rezonence’s FreeWall format, carrying messages from a leading haircare brand and a lottery provider.
By measuring how long audiences spent with each ad iteration, the extent to which the ads were committed to memory, and also the emotional response that viewers had to the ads they saw, the study built up a profile of effectiveness for each of the two formats.
The research reveals that memory encoding in the left hemisphere of the brain – associated with words and details, and therefore crucial for branded messages – peaked at a level that was 29% higher for the interactive ads that FreeWall delivered than the traditional MPUs. The effect was particularly strong for the haircare brand where responses were 41% higher.
Neuro-Insight chief executive Heather Andrew said: “The findings build upon previous scientific research to demonstrate how interactivity helps aid the brain’s receptiveness to branded messages. Importantly, the study also demonstrates a positive sentiment towards an interactive format over static ones. Any brand wanting to stand out needs to recognise this and factor it into their campaigns.”