A new study reports that those super-duper annoying ads that are shown in front of movies are, in fact, effective. Retention of the ads was high, habits were likely to be changed as a result of them, and identification was up.
While certainly good news for the advertisers this raises a big question in my mind: Are the trailers in front of a movie as effective? What are retention and identification like as a result of a trailer playing before a certain flick? It would be interesting to see a study along these lines.