Tablet Magazine Advertising Adds Impact to Print Campaigns

A new study shows that ads in digital magazines are just as effective as print magazine ads, with household products earning the highest average reader recall scores in both formats.

The rise in popularity of tablets means more and more people are reading on their mobile devices, so of course publishers and marketers are working on ways to capitalize on this trend. Tablet magazine advertising seems to be an effective solution, as new research from GfK suggests this ad format can help print campaigns reach a bigger audience.

In its latest study, market research company GfK analyzed reader recall for 28,624 magazine ads in 805 tablet magazine issues published last year, and further compared the digital stats with consumer print recall data. The results show that for both print and digital formats, an average of 52 percent of readers surveyed said they recalled having read a particular ad.

Additionally, more than 80 percent of readers recalled the most effective digital magazine ads, which is in line with stats for the top print ads, the study says.

“Print brand ads work, and they work especially well in digital editions. Readers truly engage with ads that they see in magazines, especially on tablets,” says Mickey Galin, executive vice president of research, and director of business developement, audience measurement and insights at GfK.

Among the readers who recalled at least one ad from a given digital magazine, approximately 62 percent of them responded that digital magazine ads’ interactive features could help them learn more about the products and services, and those ads were valuable sources of new information.

A deeper look at the study reveals that 52 percent of digital magazine readers are Millennials (between the ages of 18 and 34) and 48 percent have household incomes of at least $75,000 a year, showing that tablet advertising can help brands reach highly coveted demographics.

GfK also analyzed the recall data across product categories, and found household products had the highest average reader recall scores in both digital and print advertising.

On tablets, home and building, as well as department store ads, received the highest average recall score, 64 percent, followed by candy and mints at 63 percent. In comparison, other categories including vegetable juices, food wraps, household soaps, and foils and bags all had an average recall score of 61 percent.

For more details, you can request the study from GfK.

Image via Shutterstock.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior

Whitepaper | Mobile US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups

Whitepaper | Analyzing Customer Data Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Digital Marketing Learning to win the talent war: how digital marketing can develop its people

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy

Report | Digital Transformation Engagement To Empowerment - Winning in Today's Experience Economy

4w

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource