Readers recall magazine ads on tablet devices as strongly as the same ads served through print, according to new research. The study, from GfK MRI Starch Advertising Research, examined readers reactions to more than 28,000 magazine ads in 805 tablet magazine issues published last year and compared that data to consumer print recall data. Sixty-two […]
Readers recall magazine ads on tablet devices as strongly as the same ads served through print, according to new research.
The study, from GfK MRI Starch Advertising Research, examined readers reactions to more than 28,000 magazine ads in 805 tablet magazine issues published last year and compared that data to consumer print recall data.
Sixty-two percent of respondents who recalled at least one tablet ad said the interactive element taught them more about the advertised item
GfK found that the average level of reader recall for both print and digital ads last year was 52%.
The most effective digital magazine ads were recalled by more than 80% of readers, in line with the most effective print ads, GfK said.
For both digital and print formats, ads for household products had the highest average reader recall scores. According to GfK, print ads for vegetable juices had a 66% average level of reader recall, the highest among product categories.
The candy and mints, food and beverage and discount department store categories tied for the second highest average reader recall score for print ads at 64%.
Among respondents who recalled at least one tablet magazine ad, 62% said interactive features for that magazine helped them learn more about the products or services being advertised.
Among those who recalled at least one ad from a given digital magazine, 62% gave that magazine high marks (a 5 or 6 rating out of 6) for these key statements:
• “The interactive features help me learn more about the products/services,”
• “The ads in this publication are valuable sources of new information,” and
• “I read this publication as much for the ads as for the articles.”
Below are the top five categories, along with the average Noted score for each category.
Print:
Vegetable Juices (66%)
Candy & Mints (64%)
Food & Beverage, Discount Department Store (64%)
Soups (63%)
Home & Building, Department Store (63%)
Department Stores, 63%).
Digital:
Home & Building, Department Store (64%)
Candy & Mints (63%)
Vegetable Juices, (61%)
Food Wraps, Foils & Bags (61%)
Household Soaps, Cleansers & Polishes (61%)
Department Stores (61%)
www.gfk.com/us
