THE MIND ON THE STREAM
A neuro-investigation into the human brain and CTV advertising
Connected TV (CTV) has revolutionized how we watch and monetize television. With the freedom to watch on demand and the power of precise targeting and placement, both consumers and advertisers have been presented with unprecedented opportunities. Yet, many viewers still face frustration from irrelevant and disruptive ads that detract from their viewing experience.
In the search for best practices that drive performance and satisfy audiences, IAS and Neuro-Insight embarked on a groundbreaking neurostudy. This pioneering research dives deep into viewers’ brains to uncover how tone, context, and frequency influence CTV ad effectiveness.
Here’s a quick look at what we discovered:
- Unrelated ads break viewers’ neuro-state: Ads that don’t align with the content disrupt viewers' engagement, reducing their impact.
- Repeated ad viewing leads to higher connection, but lower interest: While repetition builds recognition, it can also diminish excitement.
- Context-matched ads are highly memorable to viewers: Ads that fit seamlessly within the content are more likely to stick with your audience.
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