This Neuroscience Study Says Ads Are More Effective on Publishers’ Websites Than Social News Feeds
Teads commissioned the research with Time Inc. and The Atlantic
Researchers mapped the brain’s reaction to ads on premium publishers’ websites versus Facebook.
Teads chief marketing officer Rebecca Mahony said the goal was to give publishers a better view of how effective their ads really are.
Time Inc. is increasingly betting on the future of video. The company saw a 150 percent growth in video starts from 2015 to 2016—for a total of 4.6 billion—according to its fourth-quarter earnings.
The study, commissioned by Teads, an online video advertising firm, featured 15-second ads about everything from tech and CPG to fashion and food. Teads chief marketing officer Rebecca Mahony said the goal was to give publishers a better view of how effective their ads really are. She said in-depth, long-form stories also make a reader more invested, which in turn helps them recall ads better than when they’re passively scrolling.
Certain brands also perform better than others across platforms. For example, health food, coffee and hospitality brands advertising on publishers’ sites had a big impact on the detail-oriented left-side of the brain. However, ecommerce and consumer electronics brands resonated with the right side of the brain. An interesting caveat: hospitality brands and ads for TV programs fared best on Facebook.
“Advertising can drive a skew,” said Matt Engstrom, Teads’ director of content and insights. “It either impacts the detailed left side of the brain more strongly or the right side of the brain more strongly. And when that sort of imbalance aligns with the reaction of the content on the brain, that makes the advertising more likely to be impactful.”
Article by Marty Swant