Newsworks study: “Premium editorial digital sites outperform social media”
A new study by Newsworks and the Association for Online Publishing (AOP) has found that premium editorial digital sites outperform social media for long-term memory encoding, engagement and emotional intensity.
The research, conducted by neuroscience experts Neuro-Insight, focused on the physiological effects that different environments have on brain responses to advertising. It found that digital ads seen in a premium context are viewed for 17% longer and create a 29% higher engagement (i.e. are more personally relevant) than ads on social media (Facebook and YouTube).
The research also found that premium editorial digital sites generate 42% more left brain memory encoding (detail and language) and 9% more right brain memory encoding (emotional and global aspects of processing) than social media. Memory encoding is significant as it correlates with decision-making and purchase intent.
Both premium digital sites and social media environments outperformed the average ads encountered during free browsing – implying that only targeting ads to an audience, and not incorporating both audience and context, does not optimise ad performance online.
Commenting on the research, The CEO of Newsworks, Vanessa Clifford, said “It’s not enough to find the right audience, people need to see ads in an environment that is conducive to memory encoding if we are to build brands longer term and maximise effectiveness.”
Junior Media Planner/Buyer