Content Drives Behaviour

News UK’s neuroscience-based research study found that print and tablet advertising delivered the same levels of engagement and memorability, suggesting that content drives behaviour, rather than the platform. Abba Newberry, director of ad strategy at News UK Commercial commented: “The research challenges the common held belief that people behave differently based on which platform they are consuming content.”

According to the study, both print and tablet drive identical levels of long term memory encoding which has a strong correlation to subsequent purchase decision making. The study found that advertisements may be processed differently on different platforms but overall responses are similar.

The study also found that tablets generate stronger levels of attention while print is associated with stronger levels of emotional intensity.

If you have any experiences or metrics that would support these elements, we would love to hear from you.

We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.

Read full article at: https://www.newsworks.org.uk/reports/newspapers-offer-a-peripheral-vision/110833

Read full study at: https://newscommercial.co.uk/insight/neuroscience-tablets-on-the-brain