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Tablet Ads Match Print Ad Performance
July 22 , 2014Northbrook, IL — As more web sites adjust their site layouts to accommodate for the increasing number of consumers absorbing data via portable tablets and smart phones, businesses wonder how their ads perform in this changing format. A July 2014 performance study by advertising research firm, GfK, reveals that tablet ads get as much interaction as desktop and laptop ads.
The company’s MRI Starch Advertising Research unit found that tablet versions of magazines recorded a 52% recall, the same amount recorded by print editions. The study surveyed the recall of nearly 29,000 ads in 805 tablet issues published in 2013.
This is good news for web publishers, such as Prime Publishing, as consumers spend more time browsing the Internet via tablets. In fact, overall tablet traffic increased by 67.7% for Prime Publishing sites from June 2013 to June 2014.
Not only did tablet ads perform well in recall, but consumers also reported having a positive experience with tablet ads. 62% of respondents awarded interactive tablet ads with a five or six star rating out of six, and, according to Adage.com’s article, cited how “interactive features help them learn more about products and services.”
Mickey Galin, exec VP-GfK Starch Advertising Research, said, “We have found that the tablet magazine readers not only are engaged with the editorial and advertising content, but that digital ads have the power to grab attention.”