People are more likely to buy things from Facebook ads than TV ads

Shorter video ads on Facebook that are short and have a teaser effect — similar to movie trailers — drawing in potential customers.

By: IANS | New York | Published:January 3, 2016 6:01 pm
Facebook, advertising, ads, video ads, television commercials, teaser, brand, brand association, EEG, memory encoding, marketing, social media marketing, consumer behaviour, market research The findings showed that while printed ads on Facebook were able to increase the brand impact, people who watch ads on TV were more likely to buy after viewing the ad on Day 2. (Source: Thinkstock Images)

Advertisements on the social networking site Facebook act as a teaser — similar to a movie trailer — and are more strongly associated with a brand than ads aired 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.

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 optimised 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 (electroencephalogram) caps that measured responses correlated with real behaviour from different parts of their brains.

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.

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 2.

For similar stories, click here.


For all the latest Lifestyle News, download Indian Express App

  1. A
    Alex Broderick-Forster
    Jan 9, 2016 at 4:08 pm
    You've got auto-play on desktop and wifi-connected mobile devices, but videos start muted. Making Facebook optimized videos means getting the important bing towards the beginning, but also some way to convince the user to un-mute (if audio is important for you). Great to see people gathering data on this!
  2. A
    Ahmad Helman
    Jan 24, 2016 at 10:33 pm
    YOU WISH TO JOIN THE ILLUMINATI WORLD ORDER AND BECOME RICH AND FAMOUS IN THE WORLD!!! You want to be Rich and Famous in Life? Do you want the world to recognize you and listen to you when you speak? do you want to be in power and control? if yes then come and be a member of the ILLUMINATI CHURCH ORGANIZATION. For connection Contact Mr Ahmad Helman via Email , for Registration and Processing. Please make sure you have made up your mind before reply to this email. AND ELEVATE YOURSELF FROM POVERTY.. Thaddeus.? Vice-President of Citizen Outreach THE ILLUMINATI ORGANIZATION