A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads: Using Biometric Techniques to Measure Cross-Media Ad Experience and Recall

Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, Jesper Clement

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Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets. Which medium is the most effective in terms of information memory or reading behavior is not clear, however. In this study, advertisements from an Italian newspaper were presented in three media formats: website (through the Internet with a desktop PC), paper, and a PDF version displayed on a tablet device. Responses to the same news and advertising were measured with eye tracker, electroencephalography brain scanner, and memory test.
TidsskriftJournal of Advertising Research
Udgave nummer1
Sider (fra-til)71-86
Antal sider16
StatusUdgivet - mar. 2020

Bibliografisk note

Published online: 26. April 2019