News UK finds tablet ads as memorable as print

NewsUK1The neuroscience-based study was conducted on behalf of News UK by Neuro Insight and Decode Implicit Marketing. It focused on how users responded to The Times’ tablet app.

It found that print and tablet advertising and content deliver the same levels of engagement and memorability. This finding challenges the general industry view that the platform drives behaviour, rather than the content. The independent neuroscience research project was designed to understand how people consume content and advertising in print and on tablet.

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