Skip to: Navigation | Content | Footer

Premium editorial sites outperform social media for long-term memory encoding

A new study by Newsworks and the Association for Online Publishing (AOP) finds that left brain memory encoding, which processes words and detail, is 42% stronger when people view ads on premium editorial sites than when they see the same ads on social media sites.

Author: News Desk

Posted on: 08 February 2018 07:27

Premium editorial sites outperform social media for long-term memory encoding

Vanessa Clifford: "It’s not enough to find the right audience, people need to see ads in an environment that is conducive to memory encoding."

Right brain memory encoding (more emotional and global aspects of processing) is strong for both premium sites and social media, but ads on premium sites generate a 9% stronger response, according to the research.

The research, conducted by neuroscience experts Neuro-Insight, set out to explore why the quality context that editorial media provide works - focusing on the physiological effects that environments have on brain responses to advertising.

The research measured participants’ brain responses to identical ads in different contexts, analysing a number of sites in the brain in order to identify key research metrics:

* Long-term memory encoding – Memory encoding is key because it correlates with decision-making and purchase intent. It is measured for both left brain (detail and language) and right brain (more global aspects of processing)

* Engagement – Engagement is an indicator of how involved people are, and is generally triggered by material that is of personal relevance

* Emotional intensity – Emotional intensity relates to the strength of emotion being experienced

Results show that ads seen in a premium context are viewed for longer (+17%), create 29% higher engagement (personal relevance) and generate greater levels of left brain (+42%) and right brain (+9%) memory encoding than ads on social media (Facebook and YouTube). Ads seen within a premium context also elicit stronger, more positive emotional responses.

Social media is associated with high levels of immediate attention, however the study suggests that this is not creating engagement (personal relevance), or being converted into long-term brand memories to the same extent as on premium sites.

Both premium and social media environments outperform the average of ads encountered during free browsing, implying that targeting ads simply by audience is not optimising ad performance online. Environment is critical and the combination of premium editorial sites and social media offers complementary strengths. Social media provide a holistic, visual, overall brand impression, while premium contexts create detailed associations and personal relevance, leading to better memory encoding.

Commenting on the research, Newsworks’ CEO Vanessa Clifford said: “We already knew that context was important for digital ad performance – now we know that it is because the brain processes ads differently depending on where they are encountered. 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. Premium editorial sites provide that highly valuable context.”

Anthony Jones, Head of Insight at the Association for Online Publishing (AOP) commented: “A number of recent studies have shown that premium publisher environments outperform other digital environments on a number of key business and brand measures. This study helps us better understand why these differences exist, and provides practical guidance about the respective roles premium editorial and social media environments play in helping achieve communications success.”

Coming soon - new commenting facility.

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

News

PPA Digital Awards 2018 – shortlist

Posted on: 1 October 2018

CIM appoints LID Publishing

Posted on: 9 October 2018

Air Business Moves To The Beacon

Posted on: 28 September 2018

Claverley acquires Cubiquity

Posted on: 10 October 2018

Articles

Room for growth

Ciar Byrne
Posted on: 25 September 2018

Health & fitness magazines

Alan Geere
Posted on: 25 September 2018

History lessons

James Evelegh
Posted on: 25 September 2018

Child’s play

Meg Carter
Posted on: 25 September 2018

Buggy brilliant

James Evelegh
Posted on: 11 October 2018

Mind the HIPPO

James Evelegh
Posted on: 3 October 2018

The only way is up!

Samantha Harman
Posted on: 25 September 2018

The Leisure Principle

Tim Robinson
Posted on: 25 September 2018

Fighting the good fight

Ray Snoddy
Posted on: 25 September 2018

From copy boy to editor

Steve Dyson
Posted on: 25 September 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 16/10/2018 05:29)

Editor's Pick of Recent News Stories

Posted on: 15 October 2018
Posted on: 12 October 2018
Posted on: 11 October 2018
Posted on: 10 October 2018
Posted on: 9 October 2018
Posted on: 8 October 2018

Find out more about

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Publishing Partners Guide

Guide to paid-content