RESEARCH

The Halo Effect:

Ad environment & receptivity

How ad environments impact brand perception

Integral Ad Science partnered with Neuro-Insight to conduct research on the impact of suitable and unsuitable content over ad perception among consumers. Using technology that tracks and records brain activity in real-time, participants navigated through a simulated mobile experience.

The research shows neurological evidence that an ad's environment has a dramatic impact on how people react to the ad. In fact, the study found that ads viewed in high-quality mobile web environments were perceived 74% more favorably than the same advertisements seen in low-quality environments.

Download The Halo Effect study to see the full results.

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