Neuroscience – How media aware are we really?
Paid-for or free content? Ad blockers or no ad blockers? Print or digital? With so many questions being asked of publishers, agencies and advertisers about the impact of advertising, everyone wants to know how this content is being received, processed and engaged with by their audience.
Publishers and advertisers are increasingly looking at neuroscience to enable them to understand the subconscious reactions of their intended audience. There are many misconceptions about how content is best delivered, how it is consumed and how an individual processes and responds to that data.
Earlier this year, News UK carried out a unique neuroscience study to tackle some of these misconceptions. The study, in collaboration with Neuro Insight and Decode Implicit Marketing, revealed that newspaper content, including adverts, on both print and digital platforms deliver the same levels of engagement and memorability, helping to dispel the platform versus content myth – welcome news for publishers and advertisers.
While there were some minor physical differences in how people access newspaper content on different platforms, if it is presented consistently, the way they process the information and what they take out is similar across both content and advertising.
The research discovered that tablets generate more immediate visual attention, while print is a slower burn medium, eliciting stronger levels of emotional intensity. However, both deliver the same levels of memory encoding, which is crucial in influencing future actions.
At this year’s Huddle, News UK will be harnessing the power of neuroscience again in a study exploring how the media industry thinks compared to the general public.
50 volunteers will be fitted with brain-scanning headwear and exposed to a series of stimulus with their brain activity levels being captured. The results are then going to be compared against a controlled group of consumers exposed to the same material giving agencies a chance to find out how their industry think, but more importantly, how their audience think.
This is a chance for publishers, advertisers and marketers to find out if they are as media-aware as they think, or whether they need to re-adapt to engage their audience. To find out more about neuroscience and the results of the study, come along to News UK’s Huddle at 11am in Huxley room on 7th floor on 11th November 2015.