|Readers look more at advertising on an iPad than in a regular print magazine, reports an eye-tracking study carried out by MRC International for Bonnier AB's platforms for digital magazines and daily newspapers for tablet computers.
In the study, 48 test subjects read Swedish daily Dagens Nyheter and interior design magazine Sköna Hem in print and iPad versions. A comparison showed that readers looked at ads 21 percent more on the iPad than in print. They also devoted 63 percent more time to ads on an iPad versus in print. The differences are even greater in comparisons of how readers look and interact with traditional online ads.
"This study reveals remarkable results and shows the potential of iPad advertising," said Peder Bonnier, head of digital media at Bonnier Tidskrifter. "I am pleasantly surprised by the positive attitude readers have to interacting with iPad ads. As many as 58 per cent of the respondents feel it adds value to the newspaper or magazine as a whole."
A new method was developed by Swedish company Tobii Technology especially for the eye tracking of mobile platform users in the study.
"Eye tracking offers unique objectivity and insight into what people pay attention to and experience," says Mathias Plank, founder and CEO of MRC International. Compared with other market research methods, eye tracking has proven to be one of the most effective ways to increase campaign profitability.
See full findings of the report here.
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