RESEARCH: The Mind on The Stream

A neuro-investigation into the human brain and CTV advertising

Connected TV (CTV) has completely changed the way we watch — and monetize — TV. Consumers can watch on their own time, and marketers can choose from more granular targeting and placement methods than ever before. Despite these innovations, viewers are left unsatisfied with irrelevant, disruptive ads that negatively impact their viewing experience.

Marketers and publishers alike are still searching for best practices to drive performance while simultaneously satisfying audiences. In the quest to understand advertising on CTV, IAS and Neuro-Insight set out to identify new ways to leverage the strengths of CTV content classification — straight from the human brain. In this first-of-its-kind neurostudy, we explore how marketers can increase brand impact on CTV through tone, context, and frequency.

Surveys can only tell us so much. Brain activity tells us everything. So what kinds of CTV ads really resonate with consumers?

Here’s a quick look at what we discovered:

• Unrelated ads break viewers’ neuro-state
• Repeated ad viewing leads to higher connection, but lower interest
• Context-matched ads are highly memorable and relatable to viewers

Use the power of science to increase brand impact and drive superior results. Download the research to learn more.