Ads are more effective on publishers’ websites than social feeds
Test subjects of a recent study into ad effectiveness were 16% more likely to find web posts relevant or engaging than similar content in social feeds, neuro-marketing company Neuro-Insight has found. The company connected 100 people to "neuro-mapping" technology and showed them video ads from Facebook's newsfeed or the website of publishers Condé Nast, Forbes, Time Inc., and The Atlantic. Publishers' websites were found to have a 19% greater impact on the rational left side of the brain, and an 8% greater impact on the emotional right side of the brain, while memories of ads on the websites were more detailed.

Publishers’ own websites could be mightier than the almighty news feed when it comes to impact for advertisers, according to new neuroscience research comparing social platforms and premium sites.

Neuro-Insight, a neuro-marketing company, examined content from four major publishers—Condé Nast, Forbes, Time Inc., and The Atlantic—and found that test subjects were 16 percent more likely to find web posts relevant or engaging than similar content in social feeds. To understand how readers related to different types of content, Neuro-Insight connected 100 people with “neuro-mapping” technology and showed them videos in a Facebook newsfeed or a publisher’s website.

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