Do Digital Magazine Ads Really Grab More Attention than Print?
A whopping 35% of digital magazine subscribers claim they do according to a survey entitled Engage the Page conducted by The Harrison Group for San Francisco-based Zinio. It also suggests readers put a high value on ads that let them connect directly with advertisers, a distinct advantage to digital publishing.
10% of the study’s respondents said they pay “much more attention” to ads in digital magazines, and 25% said they pay “somewhat more attention” to them. 51% said the format made no difference.
85% of respondents said they considered it a benefit to be able to click on ads in digital magazines and interact directly with the advertiser. However, only slightly more than a third (39%t) thought that ads looked better in digital form than they do in print, and less than a third (31%), thought the ads were more relevant to them.
The survey was conducted online over a two-week period with 1,500 randomly chosen Zinio subscribers. Zinio publishes digital versions of titles such as “Men’s Health,” “Kiplinger’s” and “Jet.” [Via]
Clearly, advertising would do better if it is more closely integrated with the content itself.
Filed under: Digital culture, Statistics