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Do Consumers Respond Differently to Online Advertisements on Premium Websites?

Facebook and NeuroFocus- a company that applies neuroscience to consumer insights- recently conducted a study exploring consumer engagement with online messaging on premium websites. The study sought to better understand how consumers respond to different online experiences.

The study, “The Premium Experience: Neurological Engagement on Premium Websites” answers two key questions about online user engagement with website messaging:

• Do consumers respond differently to premium websites that engage their attention and interest in different ways, and if so, how?

• How can these different responses be leveraged by online marketers and advertisers to optimize their presence and improve their engagement with consumers on these premium sites?

It answers these questions by examining three very different and popular website homepages:

• A viewer’s own NewsFeed page on Facebook
• Default home page of Yahoo!
• Default home page of The New York Times

NeuroFocus analyzed consumers’ subconscious responses to each of the above sites by looking at their levels of attention, emotional engagement and memory retention.  They found that consumers do respond differently to premium websites, reporting substantially more engaging experiences on these sites than on the average website.

“This study underscores what full-brain neurological testing measurements can bring to critical decision-making when it comes to allocating advertising campaigns across online experiences,” Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus, said in a statement. “The ability to understand consumers’ subconscious responses to premium web sites brings new understanding on how people engage with online and social media sites.”

Additional key findings include:

• All three web pages studied achieve significantly higher levels of attention and emotional engagement than “average” web pages, as measured by NeuroFocus norms. All three thus represent “premium website” experiences.

• The New York Times home page elicited high levels of attention and memory, but less emotional engagement than the other two pages.

• The Yahoo! home page elicited higher levels of emotional engagement than the New York Times home page, but less than the Facebook page, and less memory activation than either of the other two pages.

• People viewing their own “News Feed” page on Facebook exhibited high levels of activation on all three metrics: attention, emotional engagement, and memory. The Facebook page had statistically higher levels of emotional engagement than either of the other two pages tested.

Read the full report to see more detailed findings and insights into why Facebook is interested in your attention, emotions and memory.

Categories: Social Networking

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