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BizReport : Advertising archives : October 20, 2014

Study finds the moments ads will most likely garner attention

Turns out there is an exact moment when, if an ad is delivered, it has a better chance of engaging the consumer. What's better a new study had identified just when the timing is most likely to result in customer engagement.

by Kristina Knight

New benchmark data out from the MediaBrix Social and Mobile Gaming Report indicate that consumers will be more highly engaged with ads delivered during rescue, reward and encourage moments - up to 543 times higher than with ads delivered during other moments. Just when do these break through moments occur?

• Rescue Moments - those when consumers feel defeated, frustrated or in need of help
• Reward Moments - those when consumers feel happy about their achievements
• Encourage Moments - those when a motivational or encouraging message is shared

"Believe it or not, digital advertising doesn't have to disrupt or annoy people. It can be thoughtful and even humanize brands in users' eyes," said Ari Brandt, CEO and co-founder, MediaBrix. "The key is understanding and acknowledging the state of mind of that user, then being respectful with your proposed interaction. Brands reaching players during emotional moments aligned to rescue, reward and encourage can fortify the user experience. Plus, this puts brands in a position to make true emotional connections with players, all the while driving the highest returns and brand performance metrics of any digital ad formats available today."

Some interesting findings in the report find:

• Rescue moments resulted in 66 times higher click-thrus than online/mobile rich media ads
• Reward moments resulted in 50 times higher CTRs
• Encourage moments resulted in 23 times higher CTRs

Tags: ad engagement, advertising, advertising moments, MediaBrix

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