'Halo effect' reveals importance of mobile ads in high quality environments
How does the environment in which an advert resides influence its performance? According to a new report from Integral Ad Science (IAS), adverts viewed in high quality mobile web environments were perceived significantly better than those in lower-grade versions.
The study, titled 'The Halo Effect: Ad Environment & Receptivity', observed 50 participants and their reactions to articles and creative content across 30 minutes.
The report found three quarters (74%) of participants perceived ads...