• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Mobile Marketing

Study: Ads in editorial stream beat search, social for visibility and recall

Ads in editorial were fully visible for 44 seconds vs. 6 seconds in search and 3 seconds in social.

Greg Sterling on March 14, 2017 at 10:41 am
  • More

Mobile brand agency Kargo has published a study that argues “premium editorial” digital environments are more effective for brand ads than search or social media. The findings are based on a comparative study of ad visibility and recall.

One hundred smartphone owners were exposed to “premium editorial, social and search content in a live in-market test.” Participants were given “10 minutes within each environment to experience the content as they normally would in a use session.” Eye tracking and post-exposure surveys were used to measure reactions and later ad recall. The research was conducted in partnership with Nielsen.

A single unidentified publisher’s website was used as the editorial test site. Participants were exposed to their own social feeds, and a set of “cued search categories” was used to measure the efficacy of ad exposures in search results. It’s not clear if the ads tested across channels were similar or the same.

The study posed three main questions:

  1. How visible are ads in these different environments?
  2. How many ads are actually seen by the human eye in each environment?
  3. How well are ads in these environments remembered?

As indicated, editorial won, based on the totality of the data. Below are some top-level findings:

  • 96 percent of mobile ads were “fully visible” (100 percent visible) in the editorial context vs. 79 percent on social feeds
  • Ads in editorial were fully visible for average of 44 seconds vs. 6 seconds in search and 3 seconds in social
  • Less than one-third of ads in social were fully visible for 2+ seconds vs. 82 percent in editorial
  • Consumers remembered in-stream ads in the editorial context more than ads in social feeds

Study author Kargo argues that, “These premium [editorial] environments prove to deliver not only longer visibility times, but also the greatest efficiency when it comes to recall. It takes consumers less view time to remember ads delivered in editorial than it does in social or search.”

Search had the strongest unaided overall recall. But editorial beat social, which seems to be the big takeaway from the study. Several other recall scenarios were tested, with somewhat different results, which is why the chart above appears to contradict the big findings of the study.

Finally, the study examined the impact of context on brand perception: “[B]rands that advertise in editorial environments are perceived as reliable, high quality, intelligent, and trustworthy. Meanwhile, brands advertising in social are associated with being fun, youthful and cool.”


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: Mobile MarketingDisplay AdvertisingFacebookMobile MarketingSocial Media MarketingStatistics: Mobile MarketingStatistics: Online BehaviorStatistics: Social Media

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • The Six Principles of Building a Memorable Customer Experience
  • 5 Reasons Agencies Adopt Marketing Automation
  • How to Land Higher-Paying Clients: A 7-Step Framework to Grow Your Agency
  • B2B Marketing Trends Shaping 2021
  • State of Email Marketing 2021 Report
See More Whitepapers

Webinars

  • Crawl Your Way Towards Better Search Results With Dynamic Rendering
  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.