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Neuroscience indicates context matters in advertising Content might be king, but context is queen. That could be the essence of research that shows that the perception of advertising and how it is memorised differs depending on the context it is shown in. A brain science study conducted by Newsworks and the Association for Online Publishing (AOP) reveals that ads in quality editorial environments are more effective. For the study, 139 UK respondents were shown the same ads in different settings and their brain function was monitored by means of Steady State Topography (SST). According to the study, premium content (such as newsbrands and magazines) score highest when it comes to engagement, understood as an indicator of how involved people are with what they are seeing. High levels of engagement are mostly triggered by material that is of personal relevance. Also, the respondents showed higher levels of emotional intensity, which relates to the strength of emotion being experienced. This helps to also create so-called long-term brand memory which affects purchasing behaviour. While premium publishing environment outperforms social media in this respect, both environments have higher brain response rates than when users randomly browse the web.
Innovation chapter 2017: Monetisation Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report. How the heck do you make money from magazine media these days?
Innovation chapter 2017: Mobile - precision content Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report. Forget digital first & mobile-first content; It's time for precision content
FIPP World Congress 2017 speaker presentation: Dominik Grau, Ebner Media Group How to build a content-to-commerce play
FIPP World Congress 2017 agenda Agenda for the Day 1 and Day 2 speaker programme (as of 4 September 2017). FIPP World Congress 2017 9-11 October 2017 Tobacco Dock, London fippcongress.com
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