Consumers are more receptive to a new advertisement just after they finish reading an article, according to the latest research using virtual reality and eye tracking technology to judge emotional response to content.
Taboola and Nielsen have just released a study which used the BrainVu AI platform to test attentiveness and emotional response with different content.
BrainVu is a cloud-based service using immersive AI/virtual reality to identify audience reaction using eye measurements.
Social media has changed online behavior; with people spending less time on each piece of content but viewing more overall.
The study, to determine the most effective mobile ad experience, tracked 60 participants and their eye measurements to identify reaction to both articles and videos in different environments across several platforms and publications.
They were asked to view the same video ads in three channels: Taboola, Facebook’s feed and YouTube’s Pre-Roll.
The research found that readers’ cognitive load – or how busy their brain is at every given moment – is lowered by 8% when finishing an article, meaning their brain is more available to attend to new stimuli.
This “Moment of Next” is where readers experience a rapid increase in both attentiveness and emotional response.
That point in time is when they are deciding what to do next.
The study found that the more open-minded a participant was when viewing a video ad, the higher the impact of that ad.
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