Newsworks UK and the Association for Online Publishing (AOP) partnered with Neuro-Insight to investigate the effect of context on brain responses to identical ads.
“We wanted to understand more about why ads performed better on premium editorial sites,” said Newsworks in its report.
“What’s happening in the brain when consumers are exposed to ads in different online environments?”
The research revealed that engagement (personal relevance) is 50% higher on premium sites than during general free browsing and 29% higher than on social media
In addition, ads in premium environments elicit stronger levels of response than ads encountered during general free browsing and outperform social on all metrics except attention