Advertisers often use real-time, customized mobile pop-up ads, leveraging data like GPS, cross-device targeting, and programmatic insights to guess consumer behaviour. Traditional psychology predicts that these ads would fail in fragmented attention environments, as users perceive them as mere distractions to ignore. New research, by Dr. Venkatraman and colleagues, challenges traditional psychology. They find that in multi-stimulus settings, pop-up ads can complement distraction. When smartly placed, pop-up ads can be harmonious with the user’s experience. These ads are reusable because distracted consumers tire less quickly, making them ideal targets for certain campaigns.
Mobile Advertising in Distracted Environments: Exploring the Impact of Distractions on Dual-Task Interference
