Well, not really. But we're getting there.
Last year, the Online Publishers Association introduced three new display ad formats designed to achieve four key objectives: inspire creativity and high-quality advertising; provide a greater share of voice for the advertiser; introduce a measurement to capture impact; and enhance interactivity to build user engagement with brands.
They wanted to measure the effectiveness of the new formats, and while an ads click-through rate can measure an ads impact, as Forbes notes, "that doesn’t tell you anything about how successful the ad might be at promoting a favorable impression of the brand." To garner more insight as to the impact of these ads, the OPA partnered with InnerScope Research to study "the signs of an unconscious emotional response."
What they found is quite fascinating. I won't give it away, but this post's title gives you a hint. Head on over to Forbes.com for the complete story.
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