Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Advertising archives : February 26, 2017
Mobile video content more effective on publishers' website than social
Research by Teads and Neuro-Insight reveals that mobile video advertising is more effective on publishers' websites than on social media newsfeeds.

To better understand how consumers relate to different types of content, Teads teamed up with neuro-marketing firm Neuro-Insight.
"Neuro studies are really pushing the envelope of what is possible when it comes to measuring how ads resonate with consumers and offer a unique opportunity to drill down on the elements and contextual considerations surrounding advertising," said Rebecca Mahony, CMO, Teads.
One hundred people were recruited for the research. Split into two groups, and each fitted with neuro-mapping caps to measure brain response, participants were exposed to eight identical mobile video creatives either on their Facebook newsfeeds or on one of Teads' premium publisher sites.
Results of the research show that content was 16% more likely to be deemed relevant on publishers' websites. Furthermore, content on publishers' websites had a 19% greater impact on the rational left side of the brain and 8% greater impact on the emotional right side of the brain. In a nutshell, even though social media feeds are able to expose more people to an ad, video content on publishers' websites carries more weight than the same content on social media platforms.
"This study validates something Teads has felt strongly about for some time--that advertising within premium editorial is the most effective option for advertisers, hitting on a number of key performance metrics," said Mahony.
Tags: advertising, mobile, neuro-marketing, neuroscience, social, video
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- Top 4 ad trends to watch in 2021
- Report: 1/3 of people don't want to return to the office full-time
- Top 3 tips to use performance data to improve campaign optimization
- Top tips for brands 'going wide' with email
- Deloitte: Retail, tech to break out in 2021
- Report: 11 billion hours spent on mobile
- Despite shipping delays, shoppers happy with 2020 holiday season
- Expert: How to improve email connection with shoppers