New research and a recent study The Survey of the American Consumer from GfK MRI Starch Advertising Research found that ads in tablet versions of magazines have the same average level of reader recall as print magazine ads. The new data suggests that tablet magazine advertising is just as effective as print campaigns. This is good news on many fronts, because research firm eMarketer predicts that mobile will account for 10 percent of ad spending by the end of 2014, making it the third-largest ad medium in the U.S. behind TV and PCs. Advertisers are expected to spend an additional 83 percent on mobile this year, an increase of $8.9 billion to $17.73 billion.
You’re addicted to your smartphone and tablet, and increasingly, the big ad agencies are too. Smartphone and tablet use is ever-increasing, and that’s great news for advertisers in a number of ways. Publishers and advertisers are increasingly steering ad dollars away from print media to digital devices. It is possible that smartphones and tablets will surpass newspapers, magazines and radio in terms of ad spending this year.
GfK MRI Starch Advertising conducted an online survey to analyze reader recall of 28,624 magazine ads in 805 tablet magazine issues published last year and compared that data to consumer print recall data. Among other things, the online survey asked respondents if they recalled having read a particular ad and if they had interacted with ads that had interactive features. GfK found that the average level of reader recall for both print and digital ads last year was 52%. The most effective digital magazine ads were recalled by more than 80% of readers, in line with the most effective print ads, GfK said.
Mobile is where the ad dollars are going, simply because that is where users are looking. U.S. adults will spend an average of just under three hours per day with mobile devices this year, up from just under two and a half hours in 2013.