comscore Here's why people love ads on Facebook more than on TV

Here's why people love ads on Facebook more than on TV

  • Published: January 4, 2016 1:42 PM IST

Advertisements on the social networking site Facebook act as a teaser similar to a movie trailer and are more strongly associated with the brand than the ads on television, a study has found. The research by Facebook and marketing agency Neuro-Insight found how consumers respond to television ads that they have already seen either on Facebook or on TV, reported. Also Read - Meta opens new office in Gurugram, to skill 1 crore small businesses, 2,50,000 creators

Also Read - Facebook Gaming launches Pac-Man Community: Features online multi-player mode

The findings showed that while printed ads on Facebook were able to increase the brand impact, people who watch advertisements on television were more likely to make purchase decisions after viewing the ad on day two. Also Read - Big threat for Google, Twitter, WhatsApp, and LinkedIn users

For the study, Neuro-Insight divided a group of 100 Facebook users in the US — between the ages of 21 and 54 — into two groups. The agency used two different types of ads during testing: video ads originally produced for TV and video ads that were optimized for Facebook — with the latter shorter in length and including branding early on.

One group watched a TV show with ads on the first day, while the other browsed their Facebook News Feeds. On the second day, both groups watched the same ads during a TV show. During the test, participants in each group wore EEG caps that measured responses correlated with real behaviour from different parts of their brains.

ALSO READ: Facebook CEO Zuckerberg to focus on Artificial Intelligence in 2016

The study found that participants who were primed with the TV ad performed below the 50th percentile for memory encoding while participants who were primed with the ad on Facebook scored above average for memory encoding. When participants were primed with the optimised videos on Facebook, they were more strongly associated with the brand than the repurposed TV ads, producing the greatest change in the memory encoding metric, it added.

For the latest tech news across the world, latest PC and Mobile games, tips & tricks, top-notch gadget reviews of most exciting releases follow BGR India’s Facebook, Twitter, subscribe our YouTube Channel. Also follow us on  Facebook Messenger for latest updates.
  • Published Date: January 4, 2016 1:42 PM IST

new arrivals in india

Best Sellers