EXTE

What makes advertising effective in the Connected TV environment?

A new neuroscience-based study conducted in Spain by EXTE, in collaboration with Neurologyca and powered by Kopernica, analyzed the real neurological and emotional responses of 275 individuals exposed to different advertising formats across video and Connected TV platforms.

The results position the LG Smart TV Home Screen as a standout advertising environment, achieving:

📈 78% attention rate
🧠 Nearly 3x higher advertising potential than display advertising
👍 The lowest levels of emotional rejection among all formats analyzed
💡 Strong brand recall and positive user perception

The study highlights the value of advertising experiences that capture attention, build brands, and connect with audiences without disrupting content consumption.

📖 We invite you to read the full article on our LinkedIn page and discover all the insights behind Spain’s first neuroscience-based Connected TV advertising effectiveness study.