1. Nathan Tothrow says

    I believe you cast the appropriate level of skepticism on this study, Roger. I didn’t see the methodology, but you are right to at least disclose who funded what research. I have been involved in experimentation that indicates a nominal advantage for TV with building strong emotional reaction, but it also depends on the altered state of the viewer (i.e., are they watching comedy, drama, live sports) and is the emotional value of the message matched to that state. Online is still a wild and woolly world – with lots left to prove – and I’m still waiting for strong, non-biased research on this topic. Thanks for keeping our heads on straight with this one.

  2. mrG says

    “a different study by Innerscope Research showed that TV ads were more engaging than online ads… The Innerscope Research was funded by Fox Broadcasting, while the NeuroFocus work was done for Facebook”

    LOL … well, that’s it, isn’t it? I like to call this “The Jesus Effect” named for that genius of social-network marketing Jesus of Nazareth who famously said, “Seek and ye shall find” which I interpret as saying “If you look hard enough, you can find what ever it is you are seeking” — ironically, Jesus is also famous for having his image found on toast, in donut-shop walls and other Rorschach-test patterns.

  3. Danica Delia (@DanicaDelia) says

    This digital media vs. traditional media seems to be the hot topic recently. Although this information proves Facebook to be most effective overall, the emotional engagement category is the most intriguing. It is hard enough to get your audience to pay attention to the story you are telling, never mind evoke emotion from them. The social media world is a whole lot more than just Facebook and provides a number of see-it-yourself ways to share things, rather than just word of mouth that comes from television ads. The various conclusions shown in this post make me very curious to see whether social media will take over television, or in other words, whether digital media will take over traditional media.

    1. Roger Dooley says

      Danica, I think we’ll continue to see both user-created social media and professionally created media (like TV and movies). How we access that content will change, with the traditional distinction between TV and computer blurring (and perhaps eventually going away), and mobile devices also playing a role.


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