Publishers’ own websites could be mightier than the almighty news feed when it comes to impact for advertisers, according to new neuroscience research comparing social platforms and premium sites.
Neuro-Insight, a neuro-marketing company, examined content from four major publishers—Condé Nast, Forbes, Time Inc., and The Atlantic—and found that test subjects were 16 percent more likely to find web posts relevant or engaging than similar content in social feeds. To understand how readers related to different types of content, Neuro-Insight connected 100 people with “neuro-mapping” technology and showed them videos in a Facebook newsfeed or a publisher’s website.
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