{"id":11465,"date":"2011-12-12T23:57:19","date_gmt":"2011-12-12T23:57:19","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/tw\/blog\/according-to-your-brain-social-websites-engage-more-than-tv\/"},"modified":"2020-10-29T12:17:37","modified_gmt":"2020-10-29T12:17:37","slug":"according-to-your-brain-social-websites-engage-more-than-tv","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/tw\/blog\/according-to-your-brain-social-websites-engage-more-than-tv\/","title":{"rendered":"\u4f60\u77e5\u9053\u4f60\u7684\u8166\u5b50\u6bd4\u8d77\u96fb\u8996\u66f4\u559c\u6b61\u793e\u7fa4\u5a92\u9ad4\u55ce\uff1f"},"content":{"rendered":"<div>\n<p><img decoding=\"async\" style=\"margin-left: 10px;\" src=\"https:\/\/www.benchmarkemail.com\/tw\/wp-content\/uploads\/sites\/8\/2020\/02\/social-media-idea.jpg\" alt=\"\" align=\"right\" \/>A recent scientific study by NeuroFocus examined the neurological impact of advertising in different contexts and has come up with some startling conclusions about the efficacy of website advertising when combined with the social element. The subsidiary of the giant Nielsen ratings provider, which bills itself as a neuromarketing company, compared the impact of the New York Times, Facebook and Yahoo on test subjects by clinically measuring their brainwaves. If you\u2019re shifting around on your seat from the prospect of marketing researchers tapping directly into your gray matter, you\u2019re not alone.<\/div>\n<h4 class=\"subtopic\">The Brainwave Determination of a Premium Website Experience<\/h4>\n<ul>\n<li>All three sites were able to garner a greater level of both emotional engagement and overall attention than the average for similar websites. That qualifies them in the vernacular of the researchers to be acknowledged as \u201cpremium website experiences.\u201d The qualification as being among the elite premium sites is measured by the researchers as the extent of the neurological response. By measuring the brain wave pattern of the subjects when they were visiting the three sites, they were able to measure:<\/li>\n<li class=\"main_bullet\">Level of attention<\/li>\n<li class=\"main_bullet\">Emotional engagement<\/li>\n<li class=\"main_bullet\">Memory activation<\/li>\n<\/ul>\n<div>\n<p>These three factors are essentially standalone measurements, as one site may engage a viewer in a powerful emotional manner but fail to make a long term impact and is thus easily forgotten. Therefore it would score highly on emotional engagement but poorly on memory activation. The three sites scored as follows:\n<\/p>\n<\/div>\n<div class=\"main_bullet\">\n<p>New York Times \u2013 Attention Level: 8.35; Emotional Engagement: 6.2; Memory Activation: 7.25.<\/p>\n<\/div>\n<div class=\"main_bullet\">\n<p>Yahoo \u2013 Attention Level: 8.15; Emotional Engagement: 6.2; Memory Activation: 6.7.<\/p>\n<\/div>\n<div class=\"main_bullet\">\n<p>Facebook \u2013 Attention Level: 8.3; Emotional Engagement: 6.65; Memory Activation: 7.2.\n<\/p>\n<\/div>\n<div>\n<p>We thus see that the New York Times draws a higher level of attention than Yahoo and Facebook but falls to the social network when it comes to engaging the emotions of the website visitor. Yahoo\u2019s content is considerably more forgettable than either Facebook\u2019s or the New York Times, meaning that it fails to make as much of an impact on the centers of the brain that are responsible for filing data away for future recollection.<\/p>\n<\/div>\n<h4 class=\"subtopic\">Surprising Gender Findings<\/h4>\n<div>\n<p>Although subjects from both genders responded similarly to most of the queries posed by the researchers, there were notable variances. Facebook was seen as resonating more with their own individual needs for men over women (a rather surprising finding), while Yahoo was seen by females as stronger in \u201cadvice\u201d and \u201cconnecting\u201d functions.<\/p>\n<\/div>\n<h4 class=\"subtopic\">Results Are a Boon to Advertisers Everywhere<\/h4>\n<div>\n<p>The most significant conclusion of the study is that the websites that creatively integrate social elements into every aspect of their presentations can create a level of emotional engagement that is quite close to the most engaging medium: Television. The budgets required to reach millions of people on television extend into the millions of dollars, with some corporations spending hundreds of millions per year. Therefore, the discovery that an advertiser is able to achieve a similar level of emotional engagement through a channel that is so relatively inexpensive as websites and <a href=\"https:\/\/ui.benchmarkemail.wpengine.com\/email-marketing\/Features-Social-Media\">social media<\/a> is a major boon to corporate advertisers and small businesses alike.<\/div>\n<h4 class=\"subtopic\">Similar or Greater Emotional Engagement than TV<\/h4>\n<div>\n<p>The researchers also measured overall neurological effectiveness to determine \u201ca composite measure of the efficiency of cognitive processing \u2013 a weighted combination of attention, emotional engagement and memory activation. One of the most interesting of the various tests was a 30 second advertisement for Visa credit cards that they displayed to the subjects in three different contexts:\n<\/p>\n<\/div>\n<ul>\n<li class=\"main_bullet\">In a TV pod<\/li>\n<li class=\"main_bullet\">On a Facebook product page<\/li>\n<li class=\"main_bullet\">On the Visa corporate website<\/li>\n<\/ul>\n<div>\n<p>Overall effectiveness was highest on the Facebook page at 6.6, followed by the TV pod display at 6.3, with the Visa corporate site scoring a low 5.8. This significant difference can be attributed to the lack of social engagement in the Visa corporate site over the social network\u2019s page. However, the revelation that the ad in a TV pod is actually less effective than on Facebook is certainly surprising. As creepy as reading brainwaves for marketing purposes may seem, these conclusions are definitely worth examining!<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A recent scientific study by NeuroFocus examined the neurological impact of advertising in different contexts and has come up with some startling conclusions about the efficacy of website advertising when combined with the social element. The subsidiary of the giant Nielsen ratings provider, which bills itself as a neuromarketing company, compared the impact of the&hellip;<\/p>\n","protected":false},"author":139,"featured_media":11466,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[72,1288,1576,1578,2536,2554],"class_list":["post-11465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-2186","tag-facebook","tag-new-york-times","tag-neurofocus","tag-nielsen-ratings","tag-2536","tag-2554"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u4f60\u77e5\u9053\u4f60\u7684\u8166\u5b50\u6bd4\u8d77\u96fb\u8996\u66f4\u559c\u6b61\u793e\u7fa4\u5a92\u9ad4\u55ce\uff1f - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/tw\/blog\/according-to-your-brain-social-websites-engage-more-than-tv\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u4f60\u77e5\u9053\u4f60\u7684\u8166\u5b50\u6bd4\u8d77\u96fb\u8996\u66f4\u559c\u6b61\u793e\u7fa4\u5a92\u9ad4\u55ce\uff1f - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"A recent scientific study by NeuroFocus examined the neurological impact of advertising in different contexts and has come up with some startling conclusions about the efficacy of website advertising when combined with the social element. The subsidiary of the giant Nielsen ratings provider, which bills itself as a neuromarketing company, compared the impact of the&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.benchmarkemail.com\/tw\/blog\/according-to-your-brain-social-websites-engage-more-than-tv\/\" \/>\n<meta property=\"og:site_name\" content=\"\u7e41\u9ad4\u4e2d\u6587 Benchmark Email\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BenchmarkEmail1\/?locale=zh_TW\" \/>\n<meta property=\"article:published_time\" content=\"2011-12-12T23:57:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-10-29T12:17:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.benchmarkemail.com\/tw\/wp-content\/uploads\/sites\/8\/2020\/02\/social-media-idea.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"106\" \/>\n\t<meta property=\"og:image:height\" content=\"162\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hal Licino\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hal Licino\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/blog\\\/according-to-your-brain-social-websites-engage-more-than-tv\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/blog\\\/according-to-your-brain-social-websites-engage-more-than-tv\\\/\"},\"author\":{\"name\":\"Hal Licino\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/#\\\/schema\\\/person\\\/2fa613dbba6c6712d3e4fc473f5a6ebb\"},\"headline\":\"\u4f60\u77e5\u9053\u4f60\u7684\u8166\u5b50\u6bd4\u8d77\u96fb\u8996\u66f4\u559c\u6b61\u793e\u7fa4\u5a92\u9ad4\u55ce\uff1f\",\"datePublished\":\"2011-12-12T23:57:19+00:00\",\"dateModified\":\"2020-10-29T12:17:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/blog\\\/according-to-your-brain-social-websites-engage-more-than-tv\\\/\"},\"wordCount\":666,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/blog\\\/according-to-your-brain-social-websites-engage-more-than-tv\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/wp-content\\\/uploads\\\/sites\\\/8\\\/2020\\\/02\\\/social-media-idea.jpg\",\"keywords\":[\"Facebook\",\"New York Times\",\"neurofocus\",\"nielsen ratings\",\"\u793e\u7fa4\u5a92\u9ad4\u884c\u92b7\",\"\u8166\u795e\u7d93\u884c\u92b7\"],\"articleSection\":[\"\u5e73\u53f0\u529f\u80fd\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/blog\\\/according-to-your-brain-social-websites-engage-more-than-tv\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/blog\\\/according-to-your-brain-social-websites-engage-more-than-tv\\\/\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/tw\\\/blog\\\/according-to-your-brain-social-websites-engage-more-than-tv\\\/\",\"name\":\"\u4f60\u77e5\u9053\u4f60\u7684\u8166\u5b50\u6bd4\u8d77\u96fb\u8996\u66f4\u559c\u6b61\u793e\u7fa4\u5a92\u9ad4\u55ce\uff1f - 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Hal has written 2,500 HubPage articles on a wide range of topics, some of which have attracted upwards of 135,000 page views a day. His blogs are influential to the point where Hal single-handedly forced Apple to retract a national network iPhone TV commercial and has even mythbusted one of the Mythbusters. 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