Mobile Cognition Research | MMA

Download Summary

To build on MMA’s commitment to science and truth, we studied the cognitive process of advertising in a mobile environment. Read the executive summary to learn more about the research and its findings, as well as the need for a First Second Strategy.

Download the Report

The implications to the research findings suggest that although brands have been trained to develop 15/30 second creative and media strategies, or even 06/07 second strategies, marketers should now develop plans and strategies that address the first one second. This report from the MMA urges brands to develop a clear “first second” strategy to leverage this critical point of consumer cognition.

Download the Report

The research revealed the human brain needs 400 milliseconds (or 4/10th of a second or less than ½ second), to engage with mobile advertising and trigger an imprint, positive or negative. Learn more about the research findings here.

Download Methodology

Using neuroscience to really understand the human brain’s reaction to advertising (actual cognitive process) is a relatively new technique applied to advertising that pushes our knowledge boundaries beyond what previous eye tracking studies allowed. To learn more about the methodology, click here.


The Findings

The research revealed the human brain needs 400 milliseconds (or 4/10th of a second or less than ½ second), to engage with mobile advertising and trigger an imprint, positive or negative.

The study also addresses the following important questions:

  1. Is mobile different compared to desktop in terms of the time needed for OTS?
  2. What is the impact of branding in OTS?
  3. How does video compare to static ads when it comes to OTS
  4. Does early cognitive process during the first seconds of ad exposure influence ad effectiveness?

Consumer Attention must be Earned, not Bought

A groundbreaking new Cognition Neuroscience Research project conducted by the MMA in collaboration with The Advertising Research Foundation (The ARF), the trade group focused on unbiased quality in research on advertising, media and marketing, and Neurons Inc., an applied neuroscience research company, set out to understand how consumers process information in a mobile environment.

To learn more about the research and its findings, download the First Second Strategy Report, the Research Results and the Methodology Deep Dive. Click here to read the press release.

Read the story on The Wall Street Journal here.

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