[ReadWriteWeb]

…  An AdJitsu ad starts off as a small, out-of-the-way display ad, but it has a 3D model of a product, like a new smartphone, suspended inside it. The model is linked to the device’s accelerometer. As the user tilts the phone or tablet he or she is using, the product tilts and turns, catching the user’s attention. Ideally, the user will then tap the ad, which expands to into a full-screen, app-like experience where the user can manipulate the product using typical touchscreen gestures.  …

MindSign did a study for Cooliris that presented one group of subjects with a Cooliris ad and another with a video ad that was the same, shot by shot, but not interactive. Using the fMRI, MindSign produced video of the subjects’ brain activity as they experienced the ads. MindSign found that the passive act of watching video was the “most deactivating” experience across all subjects. The subjects who manipulated the 3D ads were lit up all over their brains, engaging motor and attention areas.

We’re not neuroscientists at RWW, so the subtle differences between the scans might be lost on us, but one clearly defined area of difference was the ventromedial prefrontal cortex, what MindSign calls the “personal meaning area.” This is a central region of the brain involved in decision making. “It’s an area that activates with what I would call good, engaging content,” says MindSign vice president Philip Carlsen.  …

Read the full story and watch many videos  here: http://www.readwriteweb.com/archives/this_is_your_brain_on_3d_ads.php