Ads in quality editorial environments are more effective

Research from the UK confirms that digital news media provides a more effective environment for advertising given the premium editorial context.

Neuroscience research measured brain response to identical ads in a variety of different contexts.  The results prove that news context and environment have a significant impact on how ads are processed and acted upon.

For advertisers it is worth paying attention to where ads appear – premium editorial sites and social media outperform general free browsing. Key metrics include ‘Engagement’, ‘Emotional Intensity’ and ‘Long-Term Memory Encoding’.

You can read more about this study here.