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How Advertisers Can Keep Mobile Users Engaged and Reduce Video-Ad Blocking

Best Practices for Video-Ad Placement and Delivery Based on Consumer Neuroscience Measures

Kimberly Rose Clark, Kenneth Raj Leslie, Manuel Garcia-Garcia, Matthew L. Tullman
DOI: 10.2501/JAR-2018-036 Published 1 September 2018
Kimberly Rose Clark
Dartmouth College, Merchant Mechanics,
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  • For correspondence: krclark@merchantmechanics.com
Kenneth Raj Leslie
Merchant Mechanics,
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  • For correspondence: kleslie@merchantmechanics.com
Manuel Garcia-Garcia
Ipsos, New York,
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  • For correspondence: manuel.garcia-garcia@ipsos.com
Matthew L. Tullman
Merchant Mechanics,
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  • For correspondence: mtullman@merchantmechanics.com
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ABSTRACT

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience. To better grasp the mobile user's experience in real time, the authors collected data streams garnered from the brain and body, including visual fixations, heart rate, electroencephalography, skin conductance, and facial affect. The data helped assess users' attention, engagement, and affect toward advertisements and the content in which the advertisements were embedded. Results showed that three practices led to positive user experience with advertisements: maintaining user volition to engage with advertisements, limiting the disruptive nature of advertisements, and incentivizing viewing.

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Vol 58 Issue 3

Journal of Advertising Research: 58 (3)
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How Advertisers Can Keep Mobile Users Engaged and Reduce Video-Ad Blocking
Kimberly Rose Clark, Kenneth Raj Leslie, Manuel Garcia-Garcia, Matthew L. Tullman
Journal of Advertising Research Sep 2018, 58 (3) 311-325; DOI: 10.2501/JAR-2018-036

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How Advertisers Can Keep Mobile Users Engaged and Reduce Video-Ad Blocking
Kimberly Rose Clark, Kenneth Raj Leslie, Manuel Garcia-Garcia, Matthew L. Tullman
Journal of Advertising Research Sep 2018, 58 (3) 311-325; DOI: 10.2501/JAR-2018-036
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LIMITATIONS OF MOBILE ADVERTISEMENT-DELIVERY STRATEGIES
    • LITERATURE REVIEW
    • STUDY OBJECTIVES
    • HYPOTHESES
    • METHODOLOGY
    • RESULTS
    • DISCUSSION
    • LIMITATIONS AND FUTURE RESEARCH
    • ABOUT THE AUTHORS
    • APPENDIX Measurement Devices and Measures
    • Footnotes
    • REFERENCES
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