Traditional magazine advertising often captivates readers attention due to color, gloss and shine. When it comes to reading on a tablet, such as the iPad, do advertisements still resonate?
According to new research by GfK MRI Starch Advertising readers respond to digital advertisements at the same rate as print. They 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.
Not all adverts are created equal and the research found that customers respond to very specific campaigns. Advertisements for for household products had the highest average reader recall scores. Vegetable juices had a 66% average level of reader recall, while candy and beverages tied for the second highest average reader recall score for print ads at 64%.
28,624 magazine ads in 805 tablet magazine issues published last year were part of the report.