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It’s often said that good TV ads should either make you laugh or cry. Apparently, good online ads should make you sweat.
The Online Publishers Association is so adamant about convincing traditional brand advertisers that good display advertising can pack an emotional wallop that it tapped Innerscope, a media research firm that specializes in neuroscience and biometrics.
The OPA’s work with Innerscope goes far beyond the typical online survey. According to the new study, sweating, an increased heart rate, changes in breathing and rapid eye movements are all indications of user-engagement with display ads.
For the study, Innerscope outfitted 100 18- to 54-year-old individuals with biometric monitors (which are worn across one’s chest) and had them visit three different news Web sites: NYTimes.com,
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