RT Journal Article
SR Electronic
T1 How Advertisers Can Keep Mobile Users Engaged and Reduce Video-Ad Blocking
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 311
OP 325
DO 10.2501/JAR-2018-036
VO 58
IS 3
A1 Clark, Kimberly Rose
A1 Leslie, Kenneth Raj
A1 Garcia-Garcia, Manuel
A1 Tullman, Matthew L.
YR 2018
UL http://www.journalofadvertisingresearch.com/content/58/3/311.abstract
AB 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.