High-quality content yields up to a 20% higher engagement: IAS Report

The study monitored 50 people during a 30-minute mobile experience.

The latest biometric research released by Integral Ad Science (IAS) shows neurological evidence that an ad's environment has a dramatic impact on how people react to the ad. The research found that ads viewed in high-quality mobile web environments were perceived 74 per cent more favourably than the same advertisements seen in low-quality environments.

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Advertisers strive to engage with consumers and impact their long-term memory of the brand or what the ad is asking them to do. In addition to ads being perceived more favourably, the IAS biometric research found that high-quality content can generate up to a 20 per cent higher engagement rate and up to 30 per cent greater memorability among consumers than in low-quality environments.

In a press release issued by the brand, Tony Marlow, CMO, IAS, was quoted as saying, "People respond to the entire context of an ad impression rather than just a single component of it. This generates a very strong and positive halo effect for ads that are seen in high-quality environments."

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The study monitored 50 people during a 30-minute mobile experience by Neuro-Insight using Steady State Topography (SST).

Click here to read the full report.