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.