The study, conducted by NeuroFocus, presented the same Visa ad in three viewing contexts: a typical televison ad “pod,” and as an embedded video on a Visa website and Facebook. The subjects’ brain activity was monitored using EEG technology to assess three metrics that are part of the Neurofocus analysis: attention, emotional engagement, and memory retention. As shown by the chart below, the results were a little mixed.
If we accept the Neurofocus measurements at face value, it seems that both websites scored better in attention, with the ad doing best on the contextually related Visa corporate site. Echoing the website comparisons, the socially-oriented Facebook context provided the best level of emotional engagement. Surprisingly, although television was the worst performer in the first two categories, it was tops in memory activation. Neurofocus combined the metrics and declared Facebook to be the best overall performer.
Not So Fast…
Before shifting most of our ad budgets to Facebook, there are a few limitations of this data. First, we are relying on the idea that NeuroFocus can accurately determine “memory retention” and the other metrics from the flood of digital data that pours out of their EEG headsets. (These headsets measure minute electrical field variations at the subject’s scalp.) Second, if we grant that NeuroFocus has enough data and experience to back up those claims, we don’t know that an individual advertiser’s business goals will be achieved by scoring high in those metrics. (Of course, it’s hard to argue that attention, engagement, and memory are bad things.) Finally, the online video ad presentations may simulate real world viewer behavior somewhat less well than the TV simulation; while live TV viewers may have no choice but to passively view ads, web browsers seem more likely to find ways to avoid unwanted video ads. (Still, as consumers access increasing amounts of video content online, the opportunities to insert ads that can’t be readily bypassed are growing.)
Also, a different study by Innerscope Research showed that TV ads were more engaging than online ads (see Study: TV Branding Beats Online.) The Innerscope Research was funded by Fox Broadcasting, while the NeuroFocus work was done for Facebook.
Good News for Social Media
Even given the above limitations, I find the data encouraging for Web ads in general and and for social media sites in particular. The emotional activation that occurs from engaging with friends and family seems to confer a halo effect on ads presented in that context. I’m eagerly awaiting more work in this area that validates and extends these interesting findings.
I believe you cast the appropriate level of skepticism on this study, Roger. I didn’t see the methodology, but you are right to at least disclose who funded what research. I have been involved in experimentation that indicates a nominal advantage for TV with building strong emotional reaction, but it also depends on the altered state of the viewer (i.e., are they watching comedy, drama, live sports) and is the emotional value of the message matched to that state. Online is still a wild and woolly world – with lots left to prove – and I’m still waiting for strong, non-biased research on this topic. Thanks for keeping our heads on straight with this one.
“a different study by Innerscope Research showed that TV ads were more engaging than online ads… The Innerscope Research was funded by Fox Broadcasting, while the NeuroFocus work was done for Facebook”
LOL … well, that’s it, isn’t it? I like to call this “The Jesus Effect” named for that genius of social-network marketing Jesus of Nazareth who famously said, “Seek and ye shall find” which I interpret as saying “If you look hard enough, you can find what ever it is you are seeking” — ironically, Jesus is also famous for having his image found on toast, in donut-shop walls and other Rorschach-test patterns.
This digital media vs. traditional media seems to be the hot topic recently. Although this information proves Facebook to be most effective overall, the emotional engagement category is the most intriguing. It is hard enough to get your audience to pay attention to the story you are telling, never mind evoke emotion from them. The social media world is a whole lot more than just Facebook and provides a number of see-it-yourself ways to share things, rather than just word of mouth that comes from television ads. The various conclusions shown in this post make me very curious to see whether social media will take over television, or in other words, whether digital media will take over traditional media.
Danica, I think we’ll continue to see both user-created social media and professionally created media (like TV and movies). How we access that content will change, with the traditional distinction between TV and computer blurring (and perhaps eventually going away), and mobile devices also playing a role.
Roger