March 2018 NewsBeat 21
While social media is associated
with high levels of immediate
attention, the study indicates this is
not creating engagement (personal
relevance) or being converted into
long-term brand memories to the
same extent as on premium sites.
However, the good news for
advertisers is that premium
editorial sites and social media
sites elicit complementary
response patterns.
Social media provides a holistic,
visual, overall brand impression, while
premium contexts stimulates high
levels of left brain memory encoding
and engagement. Even better, both
premium sites and social media
outperform general free browsing. So,
it's worth paying attention to where ads
appear, as well as the audience brands
want to target.
"We already knew that context
was important for digital ad
performance. Now we know that it is
because the brain processes ads
differently depending on where they
are encountered," said Newsworks'
CEO Vanessa Clifford. "It's not
enough to find the right audience,
people need to see ads in an
environment that is conducive to
memory encoding if we are to build
brands longer term and maximise
effectiveness. Premium editorial
sites provide that highly valuable
context."
Jessie Sampson is communications
manager at Newsworks in London,
United Kingdom. She can be reached at
Jessie.Sampson@newsworks.org.uk.
— Reprinted from INMA
newyorkpublicnotices.com
We Need Your Support!
NEW YORK
PUBLIC NOTICES
NEWYORKPUBLICNOTICES.COM
NewYorkPublishNotices.com is a joint
venture of the New York Press Association,
the New York News Publishers
Association, and American Lawyer Media
(publishers of the New York Law Journal).
The website is a public service made
possible by the newspapers of New York.
The website needs to evolve into a
comprehensive database of public notices
published throughout the state —
It can become that only if all newspapers
upload all of their notices.
The website will be a tool in
our quest to keep public
notices in print newspapers.
We need your support —
if you need help with the
procedures for uploading
notices, please contact
jill@nynewspapers.com.
