Thursday, July 03, 2014

Tablet magazine ads get same reader recall as print

GfK MRI Starch Advertising Research says advertising in magazines on tablets have the same degree of impact and recall as the same ads in print. According to a story in Talking New Media, Starch compared reader recall for 28,624 magazine ads in 805 tablet magazines published in 2013 with consumer print recall data. The result was an average of 52% of readers in both recalled ads; over 80% of readers "noted" ads in both. 

Tablet edition readers like the interactivity of tablets and saw advertising as an essential part of the magazine experience (exactly what print readers say.)
“We have found that tablet magazine readers not only are engaged with the editorial and advertising content, but that digital ads have the power to grab attention,” said Mickey Galin, EVP, GfK Starch Advertising Research. “This speaks to what is most likely unrecognized value in digital magazine advertising, and the ability of tablet ads to raise the effectiveness of print/digital campaigns. We see that both static and interactive tablet ads are able to capture readers’ attention and earn strong ‘Noted’ scores.”

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