Research from the UK association, Newsworks, finds that ads in quality editorial environments are more effective.
Newsworks has commissioned various studies that examine the impact of context, including “Context Matters”, where neuroscience explores brain responses to ads. The results show that context and environment have a significant impact on how ads are processed and acted upon. Premium editorial sites (like news brands) and social media produce complementary responses.
Check out more of the Newsworks research on context by clicking here.