Press
Release
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.”
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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.
For further information on GfK MRI, visit our Web site: www.gfkmri.com. And, follow us on Facebook (www.facebook.com/GfKMRI) and Twitter (www.twitter.com/GfKMRINews).
CONTACTS: Anne Marie
Kelly, EVP, Marketing and Strategic Planning, GfK MRI: 212-884-9204, annemarie.kelly@gfkmri.com; Steve Ellwanger, Press
Counsel Group: 203-856-8303, steve@presscounselonline.com