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.
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