Tablet ad recall level with print

Warc, 4 July 2014

NEW YORK: Not only do tablet magazine ads achieve the same level of recall as print versions, they also reach a young demographic with high incomes and engagement, a new study has found.

GfK MRI Starch Advertising Research, the print effectiveness specialist, analysed reader recall of 28,624 magazine ads in 805 tablet magazine issues published during 2013. People surveyed online were asked whether they recalled having read (“Noted”) particular ads and whether they had interacted with ads that contained interactive features.

When compared to Starch Syndicated consumer print recall data, the findings showed that the average level of reader recall for both print and digital ads in 2013 was 52%. In addition, the top “Noted” digital magazine ads were recalled by over 80% of readers – in line with the most effective print ads.

Starch data also showed that, for 44 tablet editions studied, nearly half (48%) of readers had household incomes of $75,000 a year or more, and more than half (52%) were young adults (ages 18 to 34).

Tablet edition readers appreciated the digital magazine format and saw advertising as an essential part of the magazine experience. 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 key statements such as “The interactive features help me learn more about the products/services” or “I read this publication as much for the ads as for the articles”.

While one could understand the second sentiment in regard to, say, cars or luxury products, those ads that had the highest average reader recall scores were more mundane. Vegetable juices had an average Noted score of 66% for print ads and 61% for digital, while candy & mints scored 64% in print and 63% in digital. Home & building and department ads registered the highest recalls in digital, both at 64%, and had similar figures for print.

“We have found that tablet magazine readers not only are engaged with the editorial and advertising content, but that digital ads have the power to grab attention,” said Mickey Galin, EVP, GfK Starch Advertising Research. “This speaks to what is most likely unrecognised value in digital magazine advertising, and the ability of tablet ads to raise the effectiveness of print/digital campaigns.”

Data sourced from Business Wire; additional content by Warc staff