Microsoft: Brain impulses shows people really do like in-app Windows 8 ads

Microsoft is trying to show both the public and ad buyers, in particular, that running banner ads inside Windows 8 apps is actually effective. Today, Microsoft Advertising posted word on a new study conducted by Nielsen that explores that subject.

The blog post stated that Nielsen not only talked to consumers about Windows 8 in-app ad experiences, but also examined the brain activity of some people who viewed these ads. You can see how Nielsen conducted that latter part of the study in the above video with its NeuroFocus method, which measures a person's EEG (electroencephalogram) and also tracks their eye movements on a banner ad.

Microsoft's Natasha Hritzuk, the head of the company's consumer global insights team, talks about the results of the Nielsen NeuroFocus study, saying:

The most interesting result from my perspective is that brands advertised in Windows 8 apps experienced a halo effect, e.g. advertising on Windows 8 drives perceptions that the advertised brands are more interesting, innovative and compelling because they are being showcased in a new, interesting ad platform. The unique design approach of Windows 8, which allows for an immersive app experience, while being non-intrusive is a key driver of that.

The subject of in-app banner ads as part of many Windows 8 apps has been something of a controversial subject since it was first introduced in 2012. Some people have felt putting in ads inside apps is an unwanted distraction. More recently, some Windows 8 app developers who use in-app ads have complained that Microsoft ran out of ads to run which affects their bottom line.

Source: Microsoft

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34 Comments

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This reminds me of the time when Microsoft said..."Research shows that most Windows 7 users don't use the start menu"... It's amazing the stuff companies say to justify their action.

Why are you so bad at making titles for your articles, Neowin? It makes me sad.

The original source doesn't mention once that people like the ads. What it does say is that apparently because the ads are on a new platform, that seems to affect how the brand in the ad is perceived (which has nothing do with people liking or hating ads, even if you hate ads they do affect how you perceive the advertised brand).

Also, we're talking about non-intrusive ads here, from what I can gather; the source goes as far as saying that the users can take a while to notice the ad because of this. So we're not talking about the very visible kind of ads here.

How you got this translated into people liking ads, Neowin, that is a complete mystery.

MS is trying to justify their ads
"We think you think our ads are good so its good."

Windows as a platform for advertising, all for more money.

What is this nonsense? You want a consumer response to ads? How about LISTENING to consumer's responses? They aren't saying what you want them to say? Oh, okay. So just concoct this neuroscience approach and make people think they like what they say they don't.

WIN!

This made me laugh SO hard. Such BS they're trying to pull. Once more MS is reduced to nothing more than bad comedy.

I love ads, their so incredible. I think people buy Windows 8 just for the immersive full screen advertising experience that you can't get anywhere else.
Why even bother with the app part, just have full screen ads all the time.

This is why you never ever see anyone using an ad blocker, because ads are so beloved by consumers everywhere.

hahahahahah, smh, ahahahahaha - The only positive for MS, this is more Nielsen than MS I think. Talk about telling your boss what they want to hear to keep the money coming in.

I hates ads-in-app like what they did in late 90s to early 2Ks,
hell term 'adwares' are derived from such practices,
and now MS want to revives that outdated-hated-ancient practices.

i love adds, wait what adds, oooo yeah i use an add blocker.. Just because i dont complain about um dont mean i like um. Screw adds in apps.. Next we will see adds on our wallpapers.

MrAnalysis said,
i love adds, wait what adds, oooo yeah i use an add blocker.. Just because i dont complain about um dont mean i like um. Screw adds in apps.. Next we will see adds on our wallpapers.

its ads not adds.

The headline is a little misleading. The idea that here is that ads don't necessarily have to be disruptive to experience at hand and that there are actually people working on this idea.

max22 said,
Once Ad Muncher 5 comes out I will upgrade to Windows 8 and see no ads.

Doubt that's ever going to happen, considering they are talking about ads in Metro apps.

Kunal Nanda said,

Doubt that's ever going to happen, considering they are talking about ads in Metro apps.

Ad Muncher blocks ads in all the software on your PC. It is not browser only.

YouTube ads are my favourite, especially when I have my PC hooked up to my sound system and it starts blaring some weird commercial!