What makes us remember one ad and not another? How does the medium in which we find it affect the way we perceive advertising information? That is one of the big questions that those responsible for the media and the advertisers who buy their advertising space ask themselves. At the moment there are a few beliefs about how Internet advertising works and the effect it has on the consumer, as opposed to paper. One of the beliefs is that, since advertising on the Internet is seen less time and has an ephemeral life (compared to the paper that is more time in front of the consumer and has a longer life), it reaches the customer less and it has a less deep permanence in your memory. But does this really happen? The best way to know, or at least to know in a scientific way and without falling into the clichés about how consumers perceive information and stimuli, is to analyze how the consumer’s brain responds to both types of ads. That’s what

The Times has just done , which has commissioned a study using neuroscience to determine how readers respond to the ads they see in the paper edition of the newspaper and those they see on a tablet. The conclusions have been quite surprising and are far from the usual clichés about how advertising stimuli are received online. The main conclusion of the study is that the ads that consumers receive via a paper newspaper and those they see in the  Guatemala Whatsapp Number List  tablet version of a newspaper have the same effects on the consumer in matters such as recall and engagement. It does not matter that the ads on tablets have a shorter reception time (consumers see them for less time than the ads on a sheet of paper from a newspaper), the memory they get is similar to that of their analog competitors. The same is true of information. The news that arrive via tablet or via paper newspaper show the same levels when it comes to memorizing the content, storing the information or remembering it. “This research challenges the common belief in the industry that people behave differently depending on the platform on which they are consuming content,” explains Abba Newbery,

Director of Advertising Strategy at News UK Commercial (owners of The Times ), as collected Warc . “What it really shows is that our behavior is driven by the content and not the platform.” Small differences The study has shown that there are only small differences between the consumption of content on one medium or another. The main of these small differences is in the way in which consumers access the content, although the study concludes that, if it is presented in a consistent way, once it is passed to the reading and processing of information (both the informative text as of the advertisements) is very similar between one and the other media. The immediate response to stimuli also changes slightly. The information offered through a tablet manages to capture the visual attention of the consumer, while in the case of reading on paper it is somewhat slower when it comes to capturing the reader, although the emotional intensity it arouses is greater.

Value online advertising The industry has yet to grasp that online advertisements can be as good as print media advertisements, although some of the media practices (which abuse advertisements and overwhelm consumers) are not working in their favor. . Some headlines are, however, changing how they sell online advertising and opening the way to enhance it. The big names in the media market have been trying for a long time to put the value of the advertisements they serve in their electronic versions: Big headlines, such as The Economist or Financial Times , are testing new advertising formats that emphasize quality and not quantity. Thus, these media have begun to sell advertising by engagement and viewing time instead of by massive amounts of users who have been exposed to it. Others are reducing the number of ads they incorporate in their electronic editions, determined that the user experience improves and the exposure of the brands that advertise with them do so at the same time.

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