Until now, we have believed that it takes 1.5 seconds for an ad to be processed on static and three seconds on video. Industry standards have been built around this. But new research by Mobile Marketing Association (MMA) Global reveals that this is not true: not only is video processed faster than static, but all ads – video or static – are processed in under half a second. This has far-reaching implications for marketers and publishers who believe that the longer an ad is shown in-feed, the better its impact.

These and other important findings are part of the MMA’s Cognition Research study, which was conducted in the US with 900 consumers participating. It is the first study of its kind, and has been validated by the Advertising Research Foundation (ARF). Using both weak and strong ads – as based on actual performance – it sought to prove how long an ad needs to be seen in-feed for it to be cognitively processed.

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