Study: Magazine Tablet Edition Ads Get Same Recall as Those in Print
Ads in tablet editions work pretty much as well as those in print magazines, at least when it comes to recall, according to a study released today by GfK.
The research company’s MRI Starch Advertising Research unit found ads in tablet versions of magazines had an average 52% level of recall, the same as for ads in the print editions. The most-recalled tablet magazine ads were recalled by over 80% of readers, in line with the most-recalled print ads.
That also suggests, however, that tablet editions’ interactive capabilities are not yielding tablet-edition ads that are much more memorable than plain print ads.
