Case Study: Børsen achieves stronger brand memory and emotional impact with Neurons native ad research

Børsen - Customer Case Study

Børsen, Denmark’s financial newspaper, wanted to understand whether native ads could be a viable advertising approach on its platform and how they compared with more traditional ad formats. To answer this, Børsen worked with Neurons and Wilke on a study using survey methods and consumer neuroscience, including eye-tracking, EEG, and brand memory testing.

Neurons helped run more than 1,000 interviews in which participants read newspaper pages containing either native ads or traditional ads, plus comparable social media ad formats. The research found that native ads delivered higher emotional motivation and better brand memory, while also being recognized more clearly as ads; regular article-style ads were seen as more trustworthy. Visual attention and cognitive load were similar across formats, supporting native ads as a viable tool for brand building with measurable gains in memory and emotional response.

Børsen