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.