Case Study: The Online Publisher Association (OPA) improves ad attention and dwell time with Nielsen Consumer Neuroscience

Understanding the Effectiveness of New Ad Formats

The Online Publisher Association wanted to understand the impact and advertising effectiveness of new OPA ad units. It needed testing that went beyond traditional research methods and could measure how users engaged with the ads, so it worked with Nielsen Holdings.

Nielsen Consumer Neuroscience measured visual attention and emotional response to the ads using biometric monitoring and eye tracking. The study found that the new OPA ads delivered greater visual attention and emotional response, commanded greater dwell time, and helped support a successful launch of the new ad units on CNN.com, MSNBC.com and NYTimes.com.

The Online Publisher Association (OPA)