New Research Shows How Digital Magazine Ads Prompt Interactivity
GfK MRI Starch Digital metrics encompass more than 30,000 digital ads
New York, NY, October 17, 2012—More than half of consumers who read a magazine ad on their tablet or e-reader interacted with the ad, according to new research covering more than 30,000 digital ads across 1,000 magazine issues from GfK MRI Starch Digital.
The research shows that 55% of digital magazine readers “noted,” or read, a digital advertisement on their tablet or e-reader. Among those who noted an ad, 52% took an interactive action as a result. The most common ad interaction was touching or clicking the ad to expand it (38%).
The new release, fielded from April 1 through July 30, 2012, found that 14,230 tablet/e-reader ads contained interactive features.
When viewing a multi-page ad, more than one-third of digital ad readers looked beyond the first page of the ad to view two or more pages. And more than one-third accessed a website via the ad. When an ad featured a video or commercial, 31% of ad readers watched it. Viewing a gallery and downloading an app were actions taken by 30% of ad readers. Other interactions taken by digital ad readers were touching or clicking the ad for more information (27%) and accessing a social network through the ad (24%).
Starch Digital, a syndicated service launched by GfK MRI in February 2012 that measures readership and effectiveness of digital advertising, now has metrics for every ad in every issue of 45 leading consumer magazines. The data can be segmented by platform or medium: tablets, e-readers, or electronic reproductions such as Zinio and Coverleaf.
“Many decades of consumer research have shown that print magazines are a very engaging advertising medium and this is clearly true for digital magazines as well,” said Mickey Galin, EVP Research at GfK MRI. “What’s exciting is that we’re now able to quantify the specific ways readers engage with digital magazine ads.”
About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers—who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers’ behavior and motivations.
When conducting its national Survey of the American Consumer®, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year. In face-to-face interviews and written surveys, consumers are asked about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because the Survey of the American Consumer is structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market’s need for granular, cross-media and consumer-focused information.
GfK MRI is part of The GfK Group, based in Nuremberg, Germany. GfK is one of the world’s largest research companies, with 11,000 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day. GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK’s sales amounted to €1.37 billion.