Ad recall stronger in premium news media: research

Advertisements placed in so-called ‘premium’ news media have a higher rate of recall among consumers, a new study finds.

Newsworks UK and the Association for Online Publishing found that memory retention of the words and details of an advertisement was 42 per cent on premium editorial sites compared to the same material presented on social media.

“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 maximize effectiveness.”

The findings suggested that presenting an advertisement with a combination of premium editorial spaces and social media was the most holistic way to create a positive overall brand impression, with better memory encoding.

You can read more about the results of the study here.