KARGO MOBILE RESEARCH
In our relentless search to discover which ads resonate and are most effective on mobile devices, this summer we partnered with MediaScience in their research lab. Our mission? To conduct a deep dive into which ad formats capture attention and drive results, which ones are invisible, and worst of all, which are simply irritating.
Click here to download the Optimize for Mobile Eyes White Paper.
TV commercials have proven to be valuable to marketers throughout the years. However, the beneficial effects of adding mobile video to these campaigns is only beginning to be understood.
Kargo and MediaScience conducted a study to determine the rational and emotional impacts of video advertising on mobile as a subsequent exposure to TV, and the necessary ingredients to convey brand narratives when focusing on these exposures.
Click here to download the Big Screen + Small Screen White Paper.
“Premium editorial” digital environments are more effective for brand ads than search or social media. The findings are based on a comparative study of ad visibility and recall.
One hundred smartphone owners were exposed to “premium editorial, social and search content in a live in-market test.” Participants were given “10 minutes within each environment to experience the content as they normally would in a use session.” Eye tracking and post-exposure surveys were used to measure reactions and later ad recall. The research was conducted in partnership with Nielsen.
Click here to download the Feed vs. Read White Paper.
The study was conducted with neuroscience research firm MediaScience, analyzed consumers’ rational and emotional responses to four mobile ad formats within premium editorial environments. It tracked neurological reactions to various types of mobile ads via participants’ eye movements, biometric responses and attitudinal changes.