Premium editorial video ads outgun the market on social feeds | Ad Tech | News | Rapid TV News
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A new study conducted by online video advertising technology provider Teads has shown the value of investment in top-end content, which on social news feeds per performs better than 80% of other online ads.

teads large 23 FebThe research, commissioned with top brands Time Inc, Condé Nast, Forbes and The Atlantic, tested participants using state-of-the-art neuro mapping caps, who were exposed to a variety of adverts on Facebook as well as several key editorial publications.

Memorable content helps make ads in premium editorial environments more memorable. When it came to detailed memory encoding, a key metric for ad impact, premium editorial content was found to be 16% more engaging than social media feeds.

Premium editorial allows for a broader range of ads to be effective: content and video advertising have separate neurostates that, when aligned, drive higher effectiveness. Premium editorial achieved a balanced neurostate, meaning that activity was charted equally on the left and right sides of the brain, thus allowing a broad range of video advertising creative to be effective within premium editorial.

Premium editorial was found to have also helped create more memorable peak ‘hero’ moments that influence consumer behaviour: the Teads video ads had a 15% higher impact on peak detail memory, which has a validated correlation with purchase intent.

“This study validates something Teads has felt strongly about for some time — that advertising within premium editorial is the most effective option for advertisers, hitting on a number of key performance metrics,” said Teads CMO Rebecca Mahony. “Neuro studies are really pushing the envelope of what is possible when it comes to measuring how ads resonate with consumers and offer a unique opportunity to really drill down on the elements and context considerations surrounding advertising. We’re excited to see that results support the concept that premium editorial helps video ads rise to the top.”