By A Correspondent

The Mobile Marketing Association (MMA), launched its Neuroscience Cognition Research study which establishes that the human brain needs 400 milliseconds to engage with mobile advertising and trigger an imprint, positive or negative. This research has been done to test and assess the duration at which advertising on mobile platforms can be recognized and processed cognitively.

Speaking at the launch of the research in Mumbai, Rohit Dadwal, Managing Director, MMA – Asia Pacific, said: “The challenge of attention in advertising is not new. MMA has now brought in neuroscience to understand the human brain’s reaction to advertising because it pushes the boundaries of what eye tracking studies allowed. MMA is committed to walking the path of science in marketing for brands. This report will demonstrate to marketers that the need of the hour is to focus on developing the right creative content given that human attention is a scarce commodity.”

Added Moneka Khurana, Country Manager – MMA India:”Up until now, there were no conclusive answers or meaningful guidance for marketers in terms of how to better plan for the dynamic mobile environment. MMA’s Cognition Research establishes the relationship between exposure time of ads and consumer attention, with a focus on optimizing their creative for the needs of this new environment. This and similar such outcomes from the Report will help the marketers to better invest their marketing dollars to achieve maximum impact.”

Said Prasun Basu, President – Nielsen, South Asia: “While advertisers have always known that there is a linear relationship of time with attention and impact of an ad, to discover that according to science, that length of time is less than half a second, is surely going to present a challenge to the creative and media teams. It is now time for marketers to come up with the First Second Strategy for mobile marketing.  It will be very interesting to see how they tackle the findings of this study and use the key takeaways to as the basis of their revised strategies.”

MMA conducted the Cognition Neuroscience Research project in collaboration with The Advertising Research Foundation (The ARF), the trade group focused on 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.