Premium and print: more positive reactions

Newsworks and the Association for Online Publishing (AOP) have recently published a study, according to which the memory coding of the brain’s left hemisphere is 42 percent stronger if readers see advertisements on premium editorial websites, in comparison with seeing the same ad in social media. The research was conducted by Neuro-Insight and focused on the psychological effects of the brain’s response to advertisements. They measured the responses of the brain to the same advertisement placed in different contexts, examining both hemispheres of the brain, from the perspectives of long-term memory coding, engagement and emotional intensity.

Advertisements placed in an editorial context

Results showed that from both a left hemisphere (+42 percent) and right hemisphere (+9 percent) perspective, it was true that consumers looked at ads in a premium environment for a longer time (+17 percent); what is more, the level of engagement (personal relevance) was 29 percent higher and the memory coding was also stronger than in the case of ads in social media (Facebook, YouTube).Advertisements seen in a premium environment generate a stronger and more positive emotional response.

Newsworks president-CEO Vanessa Clifford told: the brain treats ads differently, according to where readers come across them. This means that it isn’t enough to find the right audience, if we want to engage in long-term brand building and maximise efficiency, then we must make sure that readers see ads in an environment that facilitate memory coding. Anthony Jones, head of insight at Association for Online Publishing (AOP) added that several new studies prove that a premium editorial environment is better than the digital environment in terms of many key business and brand indicators. //