Mobile advertising: Do or die in the first second

Anil Thakraney

Research from the MMA (Mobile Marketing Association) and Advertising Research Foundation suggests that advertisers have less time than they think to influence consumers on mobile.

The human brain only needs 400 milliseconds (or less than half a second) to engage with mobile advertising and trigger an imprint – be it positive or negative.

But marketers and advertisers usually develop 15/30 second creative and media strategies for their brands, or lately even 06/07 second strategies.

To really make an impact on mobile, developing plans and strategies for that first one second has become vital as research in psychology and cognitive neuroscience suggests that consumers may respond faster to ads than what the industry standards suggest.

This was one of the conclusions of a cognitive neuroscience...

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