Brain's Reaction To Website Advertising Versus Facebook
A neuroscience research reveals that a website has more impact to the human brain than news feeds on Facebook. Study subjects found posts on websites more relevant than on social feeds.
A neuro marketing company called Neuro-Insight looked into major publishers like Condé Nast, Forbes, Time Inc. and The Atlantic. It also connected 100 people to the website or Facebook news feed through a technology called neuro mapping of the brain. The result showed 16 percent of the test subjects find publisher's website more engaging.
Publisher's websites are also more memorable among the test subjects compared to news feeds in Facebook. They have 19 percent more impact on the rational left side of brain, and eight percent more impact on the emotional right side of the brain.
Memories of the video advertising were found to be more detailed on the website than on Facebook. It has a score of eight out of 10.
The result gave Caryn Klein, Time Inc.'s vice president of research and insights, a new perspective. The result has proven that there is a lot of resonance of the message from a memory standpoint.
Advertising that are in-depth and has a long-form story makes the brain more interested. Readers can recall the ads better compared when they are just passively scrolling. Brands of coffee, health food and other hospitality products published on the websites have more impact on the detail-oriented left side of the brain.
Meanwhile, consumer electronic brands or ecommerce products resonate more on the right side of the brain. However, hospitality brands and television programs are well perceived on Facebook.
Advertising can either impact the detailed left side of the brain or the right side more strongly. According to Matt Engstrom, Teads' director of content and insights, advertising is more impactful when there is a sort of imbalance that aligns with the reaction of the content on the brain.