The study measured how long audiences spent with each ad, the extent to which they were committed to memory, and the emotional response that was elicited. It was found that memory encoding in the left hemisphere of the brain — which is associated with words and details — peaked at a level 29% higher for interactive ads (delivered using Rezonence’s interactive FreeWall technology) than traditional MPUs.

Emotional response to ads was 25% higher for the interactive ads, and dwell time was also found to be significantly higher.

“The findings build upon previous scientific research to demonstrate how interactivity helps aid the brain’s receptiveness to branded messages,” said Heather Andrew, UK CEO of Neuro-Insight, the company that measured the neurological activity. “Importantly, the study also demonstrates a positive sentiment towards an interactive format over static ones. Any brand wanting to stand out needs to recognise this and factor it into their campaigns.”