The high effectiveness of video advertising

For the study, the brain activity of 100 respondents each was measured while they watched moving image ads in editorial content as well as in the Facebook newsfeed. To measure outstream advertising, the pages of some of Teads' partners were analyzed, including premium publishers Time Inc, Conde Nast, Forbes and The Atlantic. The result: premium editorial environments activate the brain significantly more than the Facebook feed. They generate 16 percent more effectiveness than social news feeds because they appeal to both the emotional and rational hemispheres of the brain. When both hemispheres of the brain are addressed, editorial environments offer a variety of video formats chances of success.Key findings of the study:- Editorial premium content provides the right environment for numerous advertising formats: Content and video advertising have separate neurostates, which represent the emotional and rational brain hemispheres. If both halves are aligned, advertising achieves greater effectiveness. Editorial premium content had a balanced NeuroState, meaning that activity in both hemispheres of the brain was equally pronounced. The result suggests that by addressing both hemispheres of the brain, video creatives in premium environments can be fundamentally successful.- Social feeds influence the right hemisphere of the brain more: Social feeds generate a NeuroState that pulls slightly to the right side of the brain, the emotional side. As a result, a more limited selection of creative strategies experience an increase in effect through tuned NeuroStates, since the emotional side is in the foreground here.- The right creative strategy can influence long-term memory: Advertising media can boost the impact of premium content and social feeds. The study shows that videos that focus on a human aspect achieve the highest performance in premium environments. On Facebook, on the other hand, more complex and fast-paced ads with lots of motion were successful. In addition, the study suggests that, contrary to previous assumptions, overt branding may have an opposite effect on memory encoding.- Editorial premium content appeals to users more than social media:  Compared to social newsfeeds, premium editorial content has a 16 percent higher advertising impact or is more personally relevant to the user.- Editorial premium content creates a more intense advertising experience and higher advertising impact: Premium content had a 19 percent higher influence on advertising recall on the rational side of the brain (left side). On the emotional side (right side of the brain), premium content had an eight percent higher influence.- Videos in premium environments are much more memorable: 80 percent of videos placed in premium editorial-embedded environments achieved significantly better ad effectiveness than newsfeed videos.- Editorial premium content influences purchasing behavior: Peak memory is the area of the brain where detailed memories are stored. Outstream has 15 percent more influence on peak detail memory, which is crucial for a consumer's purchase intention.Further results of the study.