New research spearheaded by the Mobile Marketing Association (MMA) and supported by the Advertising Research Foundation (ARF), as well as neuroscience research company Neurons Inc., reports that consumers engage with – and react to – mobile advertising in less than a half-second.
“To our knowledge, the neuroscience work that we did is the largest [such project] ever done, especially in the United States, with about 900 different sessions,” said Vassilis Bakopoulos, the MMA’s svp/research and insights.
“The central focus of our research was to understand exposure time and how it relates to cognition in a mobile environment,” he explained at...