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High-end editorial content deemed more 'memorable' and 'engaging' than news feeds, Teads study suggests

Teads TV

Through a recent neuro- scientific study of the impact of editorial articles on memory, outstream video company Teads estimates that 16% of those surveyed found high-end editorial or premium content is more personally relevant, or engaging, than social news feeds.

The study suggests that professionally written articles are 18% more memorable than social news feed, and 8% more impactful on memory. The study also found that video ads with relevant content perform better in eight out of ten online ads when measured by 'detailed memory encoding' - a key metric for ad impact.

As the key performance indicators in the study measured engagement and memory encoding. the study found that experiences with high memory encoding can affect consumer choice and create market value.

Further, the neuroscience based study found that 'peak' moments in professionally written stories are 15% more likely to be remembered, while social feeds tend to do well when associated with movement but did not result in as high a level of memory encoding.

Jen Wong, chief operating officer and president of Digital, Time Inc., said: "As our partners look for ways to allocate their budgets, this study reinforces the effectiveness and engagement of video advertising within premium editorial content."

"This study validates something Teads has felt strongly about for some time — that advertising within premium editorial hits on a number of key performance metrics," said Rebecca Mahony, CMO, Teads.

"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 really drill down on the elements and context considerations surrounding advertising. We're excited to see that results support the concept that premium editorial helps video ads rise to the top."

Teads and Neuro-Insight recruited 100 respondents, split in two cells groups, for the study, each of whom were outfitted with neuro-mapping caps used to measure brain response. Both groups were exposed to eight identical mobile video creatives on either their Facebook newsfeeds or outstream video ads from Teads that appeared across several of Teads' premium publisher customers.

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Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

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