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.
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