Get Media Industry Alerts
Visit min's sister site:

Facebook  Twitter  LinkedIn   Google+   
Latest Issue »
Subscribe Now »
Get 4
Free Issues »

Tablet Ads Outperform Print

Thursday, January 19, 2012

You can tap them, you can play them, you can swipe them. You can reorient your tablet and completely rearrange them. All of the cool tricks that the tablet platform has to offer really do pay off for advertisers, Affinity says. After polling responses to over 4,000 tablet magazine ads Affinity managing director Tom Robinson tells TabTimes that responses to the ads are much higher on tablets than on print. In the basic metric of ad recall, tablet ads score higher. In the “net action” scores, which measure taking some action as a result of the ad, the interactivity of the tablet of course leads to much higher response.

Creativity matters when it comes to ad effectiveness. The ads that require or invite the user to reorient the tablet for a different experience deliver the best response. The inclusion of video and slideshows also inspires user action. Robinson admits that it remains unclear how much the tablet’s superior performance in ad impact is a result of the novelty of the platform and how much will last over time.

In its broad study of magazine branded digital content last fall, Affinity found that 35 million consumers now engage magazines in digital device formats, up 6.2% in six months. Among those accessing magazines by digital means 52% click or tap on links that provide more information and 36% tap or click on an advertised product.

If you have breaking news to share please contact min's editors.

Friend Us on Facebook at

Just curious as to how much these stats translate into actual sales and not just looking?
Posted by Catherine on Thursday, January 19, 2012 @ 01:54 PM

min's Magazine Media Awards Breakfast
June 15 | Yale Club, NYC
Register Today

min's Integrated Marketing Awards
Entry Deadline: June 17
Enter Today

min Webinar:
How To Get Even More From Facebook

June 21 | 1:30 - 3:00 (ET)
Register Today

See all events and awards

Search Jobs
Media Jobs
Stagnito Business Information
Randolph, NJ

Sales Director
Star Tribune Media
Minneapolis, MN

Associate Editor/Content Specialist
Specialty Food Association
New York City

Audience Development Director
Sosland Publishing Company
Kansas City, MO

Senior Writer
Angie's List
Indianapolis, IN

White Papers
Get even smarter.  Need a quick primer on a media topic? Download a white paper!

Optimizing Your Printer Services - By MRI

Media Insights: minsider Viewpoints from the Front Lines - By min

View Whitepapers
min Contests

min contests

Want to sponsor a min contest?

Inside min This Week

Free Eletters — Sign up Now